LIONZONE is not another brewery tour – it’s a real experience!  In fact, visitors don’t see much brewing equipment at all. Instead, the enthusiasm and passion that Lion has for beer and brewing is conveyed through New Zealand’s most interactive, modern beer experience – LIONZONE.

Around every corner is an exciting surprise.  Modern technology entertains visitors through features ranging from an amazing life-size projected ‘host’, to a virtual brewtour, where participants experience the brewing process though computer-generated animation as if they were grains of barley being mashed, boiled, cooled, fermented, filtered and finally ending up as the Kiwis’ favourite beer – Lion Red.

The LIONZONE experience isn’t all high-tech, either. After all, beer is a tangible, enjoyable drink – so visitors are invited to touch and smell the ingredients that make beer, including the bitter, long-lingering flavour of hop flowers – the key to our flavoursome, well-loved beers.  And of course, visitors learn how to pour the perfect Lion Red or Steinlager at the end in the Brewfloor Bar and enjoy the taste of beer, the perfect finish to a complete beer experience.

As the home of Lion Red, New Zealand’s biggest beer brand, and Steinlager, New Zealand’s flagship export beer, LIONZONE can be considered to be the home of beer in New Zealand.  Lion is taking this responsibility seriously – LIONZONE incorporates several exhibits that feature the story of brewing and beer through the ages starting from Egyptian times, the history of brewing in New Zealand and the history of Lion Breweries. Historical characters including the Babylonian King - Hammurabi, Captain Cook and Sir Arthur Myers highlight the history of brewing, and the experience concludes with a short film that outlines the life of Lion Breweries.

“LIONZONE represents the best of New Zealand beer and brewing,” says Roger North, managing director Lion Nathan New Zealand. “It offers visitors a unique opportunity to learn about the history of New Zealand brewing, Lion Brewery and the craft of brewing.”

“As New Zealand’s largest brewery, LIONZONE offers general history and information about beer, as well as information about our two main beer brands, Lion Red and Steinlager. LIONZONE includes a holistic history of beer and brewing in New Zealand, as well as an interactive explanation of the brewing process,” North says.

“Brewery tours have become increasingly popular in recent years, and we have experienced great success with the Speight’s Heritage Tour in Dunedin and the Canterbury Brewery Tour and Museum in Christchurch.  I am confident that Auckland tourism and our trade customers will benefit from this facility.“

Other changes to Lion Brewery have included refurbishing the perimeter of the brewery site along Khyber Pass Road, Park Road and Suiter Street.  Extensive landscaping has been undertaken using native plants, and new regal archways that have been constructed over the transport entrance and exit.

“We have worked closely with the Auckland City Council and the Newmarket Business Association, right from the concept stage, and both groups have been extremely helpful and very positive about the development,” North says.