Waikato Draught, one of Aotearoa’s most iconic beers, proudly celebrates its centenary this year – 100 years of regional pride in the heart of the Waikato.
First brewed in 1925, Waikato Draught is an iconic brand built on tradition, said Lion NZ Waikato Draught Marketing Manager, Kris Hansen.
“Waikato is more than a beer; it’s the spirit of Waikato. It’s known for its strong malty flavour and well-defined bitterness, and through the decades, the loyalty of its fans. In 2009, after a spate of thefts, three diehards famously stood guard over Waikato billboard skins in the cold, rain and fog – the kind of dedication only Waikato Draught inspires.”
The brand’s story began with pioneering brewer and astute Welshwoman, Mary Jane Innes. Thought to be the first New Zealand Brewery fully owned by a woman, Mary took ownership of Waikato Brewery in 1900 and ran it with her son. Waikato Draught was born in 1925 and went on to become a household name. Waikato Breweries, and therefore Waikato Draught, came into Lion’s ownership in 1961.
Waikato Draught’s ties to Waikato Rugby Union since its earliest days helped to cement local loyalty. In 1996, it became the inaugural sponsor of the Chiefs in the very first Super Rugby competition, a partnership that continues to this day.
Over the years, Waikato Draught has taken its place in beer history: it was awarded Beer of the Year by the Sunday News Panel on two occasions (1979 and 1986), named a finalist in the Fair Go Best Ad Awards in 1994, and was a Gold Medal winner at the Brewers Guild Awards most recently in 2015.
“No celebration of Waikato Draught would be complete without Willie the Waiter. The unflappable mascot in a white jacket and bow tie, has been serving up the mighty Waikato since 1945 and is also celebrating his 80th birthday. Originally sketched by hand, Willie is beloved by fans and intertwined with Waikato Draught’s legacy,” said Mr Hansen.
To celebrate 100 years, Lion has released limited-edition Waikato Draught centenary 12-packs, and popularity has far outstripped demand with the first production run almost completely sold out in just a few weeks.
A series of local promotions and events will continue across the Waikato region over the next few months.
For a century, Waikato Draught has been there for every toast, every tale and every celebration. Here’s to 100 years!
About Waikato Draught
• 6 million litres brewed and sold in 2024 – Waikato Draught is available on tap, in bottles, quarts and cans.
• Waikato Draught is one of NZ’s most popular beers: #2 in the Waikato by volume and value (after Speight’s), #9 beer brand in the country by volume (impressive given its Waikato focused distribution).
• Waikato Draught’s infamous chainsaw Ad was named a finalist in the 1994 Fair Go Ad Awards.
• Alongside Waikato Draught’s anniversary, Willie the Waiter is also celebrating his 80th birthday.
