Steinlager pure : Tapping into Kiwiana?

Abstract

When thinking about New Zealand culture or 'Kiwiana", the following are nearly always included: All Blacks, kiwifruit, a silver fern, jandals, etc and now the lager beer, Steinlager. It has been marketed internationally and had exposure with such sponsorship deals as the All Blacks, and the America's Cup challenge, together with New Zealand pure campaign to market the lager very successfully. Includes questions for discussion