Lion's XXXX packaging has once again captured the spirit of Queensland’s sporting triumphs, unveiling a new series of limited-edition cans celebrating the Brisbane Broncos’ landmark premiership win and the Brisbane Lions’ consecutive AFL victory in 2025.
Designed in-house at Lion, the commemorative cans express what Damon Thompson, Lion partnerships manager, calls “pure Queensland pride and that electric feeling when our teams bring the trophy home”.
The design builds on XXXX’s signature gold and red palette – colours synonymous with the brand and the state’s sporting success – while featuring the logos of the Lions and Broncos.
Thompson said the creative process was a true Queensland collaboration: the Lion design team developed the bold graphics before handing over to Energi for prepress specification and colour management, ensuring XXXX’s trademark vibrancy came through in print. The cans were then produced and printed locally by Visy, with an exceptionally fast turnaround.
“It’s an amazing thing to see a victory match on Sunday and have cans ready to hit shelves by Friday morning,” Thompson noted. “That really showcases how nimble and reactive our team and partners can be.”
The limited-edition campaign underscores the power of packaging in building brand loyalty and community connection. “When you raise one of these cans, you’re not just having a beer – you’re sharing in the pride of Queensland’s sporting success,” Thompson said.
Following the sell-out success of the 2024 Lions commemorative can, Lion was eager to expand the initiative. The 2025 release, now including the Broncos, is already generating strong consumer buzz.
“XXXX is part of Queensland’s DNA,” Thompson added. “Whenever our local legends do us proud, you can bet XXXX will be there to honour them.”
The celebratory cans will be available at independent bottle shops across Brisbane from 27 October.
