Lion has handed its $54 million media business to UM following a competitive pitch.

It’s understood that Mindshare and OMD were also in the final round.

UM will drive all connection planning and investment for Lion’s leading beer brands, including XXXX GOLD, XXXX Summer Bright Lager, Tooheys, James Squire, Hahn Super Dry and James Boag’s Premium, its cider brand 5 Seeds and category campaign Beer the Beautiful Truth.