On James Squire's official history page, Lion Pty Ltd is mentioned 0 times. The brand tells a story of Australian origin while the corporate reality is carefully omitted.
James Squire was Australia's first brewer — and Lion invented him as a fictional brand character.
Lion created the James Squire brand in 1999, using the historical figure of James Squire as a marketing vehicle. The "brewery" is a Lion facility. The "craft" heritage is fabricated. Consumers paying the James Squire premium are paying for a Lion product at a craft price.
James Squire is a Lion brand. Lion is a Kirin Holdings subsidiary. Profits flow to Japan.
Launched by Lion in 1999, using the real historical figure of James Squire (1754–1822) as brand equity. The historical person was real; the brewery heritage is not.
James Squire takes up premium tap lines and shelf space that genuine craft breweries compete for at a disadvantage.
Young Henrys (Newtown), Wayward Brewing (Camperdown), Modus Operandi (Mona Vale)
