![]() ![]() Lion Nathan has just under half the Australian liquor market. ![]() Through National Foods and Dairy Farmers, it already has half the yoghurt market, a third of the milk market and a quarter of the cheese market. ![]() With a combined advertising budget of more than $100 million, Kirin would also have considerable marketing clout and be able to extract good deals from media owners for its ads. Said Steve Kulmar of marketing consultants Retail Oasis: "When you sell to retailers these days you don't do it with one brand, you do it with a portfolio, and they certainly have that here. Kirin bought National Foods in 2007 and Dairy Farmers in 2008, giving it a commanding presence in the food market with more than 100 brands.
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