Lion launches new iPhone App named The Publican developed in partnership with Holler

Lion has launched a new iPhone App, The Publican. Developed in partnership with digital agency Holler, the new game gives players the opportunity to own and operate their own (virtual) pub.

The idea for the App came about after the Lion team put out a challenge to the wider marketing team and its partner agencies to come up with a concept for an iPhone App that was relevant to the Beer, Spirits & Wine business.

Many fantastic proposals were put forward, but it was finance guru James Malkin, a Commercial Analyst in the Marketing & Innovation team, who came out on top with his idea to create a new iPhone game, The Publican.

The Publican App challenges players to pour beers for customers without spilling a drop, earning tips along the way. By earning more money players are able to upgrade their basic local pub to a higher-end establishment as they progress through the levels in the game. The game can also be shared via Facebook where players can post their progress on their profile.

“I was previously working in corporate tax, so I never anticipated that I would get the chance to spearhead a project to create an original iPhone App. I’d had this idea for a beer pouring iPhone game previously, and when I heard about the challenge I put a lot more thought and work into the concept.” said Malkin.

“It’s a simple idea that taps into that innate curiosity I think lives in us all – running our own pub and experiencing the ‘other’ side of the bar.”.

Matt Tapper, National Marketing Director of Lion – Beer, Spirits & Wine Australia said: “Lion is a creative company and we believe great ideas can come from anyone in our business. We wanted to give our people the opportunity to share their thoughts with us and we were amazed by the quality of ideas presented to us.

“We choose James’ idea because we loved its simplicity. We think The Publican offers consumers something they can engage with and for many it may be the only way they can fulfil a dream to own their own pub,” said Tapper.

To download the free App, visit the iTunes store and search for The Publican. The Publican App is only available for download by adults aged 18 and older. Lion encourages the responsible consumption of alcohol.