Steinlager: Proud Supporter of the All Blacks

Oct 26, 2023

The Grand Final is this Sunday, and Steinlager is proudly backing the boys all the way to the last moment.

As one of the longest-standing sponsorship relationships in NZ sporting history, Lion-owned Steinlager has been supporting the All Blacks since 1986. Since then, rugby has turned professional. The All Blacks have won two Rugby World Cups, 2 test series against the British and Irish Lions, three Northern Hemisphere Grand Slams, 20 Bledisloe Cups, and 12 Tri Nations/Four Nations trophies. They’ve had their first series victory in South Africa, and most recently, secured the first unbeaten season of the professional era.

And Steinlager has been enthusiastically along for the ride. In a recent Stuff article, former New Zealand Rugby CEO Steve Tew cites it as 'the beer which All Blacks crack open in the changing sheds after games and serve at NZ Rugby events.' Between 1994 and 1998, Steinlager even secured the treasured position of having its logo emblazoned on the right breast of the coveted black jersey.

They’ve also provided the drinks to match the All Blacks’ illustrious career, championing New Zealand greatness and national pride in the face of a challenge with beers like the Steinlager Classic - perfectly balanced with a clean, natural, fresh taste, using a selection of New Zealand’s finest hops (including the specially-commissioned Pacific Jade).

The All Blacks-Steinlager partnership has brought together two iconic mainstays of New Zealand culture, bringing enthusiasm and spirit on the way to true greatness. 

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