Madhushanka Ranatunga, Chief Sales and Marketing Officer of Lion Brewery PLC, explains how the company’s leadership culture, shaped by continuous learning, operational rigour, and a deep understanding of trade dynamics, underpins its dominance in Sri Lanka and drives a disciplined strategy for international expansion.
“We want people with a leadership mindset willing to take risks, challenge the status quo, and drive excellence,” he explains. “Our role is to create a culture that inspires this level of commitment and a leadership mindset that succeeds in a volatile market environment”.
Leadership is a core value at Lion Brewery. How is this brought to life in your culture?
At Lion, leadership is an ingrained mindset in our culture, shaped by our position as a 90%-plus market share operator in an exceptionally challenging and tightly regulated environment.
We have consistently led against intense local competition, including a period when the market had three active breweries and the entry of major global and regional brands. Our operating model is also unique. We are limited to 4,000 outlets and operate in a dark market, yet we’ve built Sri Lanka’s most iconic brand.
This leadership mindset is driven by continuous learning. Across functions, 80% of our key talent participates in development programmes emphasizing on-the-job learning rather than classroom training. We believe leadership starts with a deep understanding of the business, its processes, and the trade.
We see this in action across the business and at every level of the organization. It is reflected in how our people work and the rigour they bring to each step. Systems and KPIs are essential tools, but results follow when leadership shows up the right way. That is what drives long-term excellence.
Lion has such a deep-rooted identity in Sri Lanka. How do you take something so local and make it resonate globally? What’s your vision for putting Sri Lankan beer on the world map?
Our global strategy is based on a disciplined route-to-market model that drives sustainable volume growth and a differentiated brand.
In selected markets, we work with distribution partners with the reach, capability, and willingness to grow mindshare and trade volume. To do this, the brand must have a compelling proposition against other international premium brands focusing on standard category values.
In Sri Lanka, Lion is closely associated with the great outdoors and built through the brand’s core values of Leadership, Adventure and Local Pride. We extend the Adventure value internationally by associating the brand with the outdoor experiences of each local market. It is a strategic approach to building both local relevance and global differentiation.
It is also crucial to differentiate the brand through our product innovation strategy. We are developing differentiated beer styles and flavour ingredients tailored to each local market, which will help strengthen local pride as a value. This glocal approach to our global portfolio expansions helps drive trial, build brand equity, and gain long-term share in highly competitive beer markets.
How important is it for Lion Brewery to play a leadership role beyond commercial success – in culture, society, or sustainability?
The Lion brand is a cultural icon woven into life’s most meaningful moments. Whether celebrating with family, bonding with friends, or coming together for festivals and sports, Lion is always part of the occasion.
We see our leadership role in the nation extending well beyond commercial metrics to shape a future that is environmentally responsible, socially inclusive, and rich with human potential.
Sustainability is a key priority. Our state-of-the-art wastewater recycling plant is one of the most advanced in the country, and universities frequently bring students to learn from our technology and processes. Over 90% of our bottles are reused, and a significant portion are made from recycled glass, contributing to a circular economy.
Our commitment also extends to circularity initiatives such as Melting Point, which upcycles aluminium cans into souvenirs while supporting the informal economy.
Perhaps most meaningfully, we take pride in shaping talent. Many Lion alumni now hold leadership positions across different industries. Developing future leaders who give back to their companies, communities, and country is one of the most valuable legacies we can offer.
What role is Lion Brewery playing in driving Sri Lanka’s economic revival, especially by strengthening tourism and supporting government revenue streams?
Lion is one of Sri Lanka’s leading capex investors in the manufacturing sector, operating a state-of-the-art brewery in Biyagama that produces globally renowned brands such as Carlsberg, Somersby, and Guinness under licence. We are also the largest exporter in the alcobev sector, playing a vital role in industrial development and foreign exchange earnings.
As one of the largest taxpayers in the alcohol industry, Lion contributes significantly to government revenue, supporting national fiscal efforts at a critical time for economic recovery.
Beyond numbers, Lion strengthens Sri Lanka’s destination brand. It appears at multiple touchpoints in the tourism journey, from national carrier inflight menus and airport lounges to beach resorts, safaris, and nightlife. No other brand in the country plays a widespread and memorable role in the visitor experience. Food and beverage are vital to how tourists experience a country’s culture. Lion’s bold taste and brand values of Local Pride and Adventure create an authentic connection to Sri Lanka.
We’re expanding our contribution to the Sri Lankan tourism experience by crafting exciting new flavours and styles at our new state-of-the-art mini-brewery. These innovations are available in key tourist hotspot taprooms, reinforcing Lion’s role as a proud ambassador of Sri Lankan hospitality and spirit.
Could you share your personal story of how Lion Brewery shaped your career and leadership style?
My journey with Lion has been deeply formative. I’ve grown through several roles across sales, channel development, brand management, and operations, each building on the last to shape my leadership approach.
What stood out from the start was the culture. Lion encourages rigour and exposure to the full breadth of the commercial function. Its leadership philosophy challenges you to keep improving and performing at ever-higher levels. Nothing is handed to you: you earn your place by constantly learning and consistently delivering.
These experiences helped shape my ability to lead with a 360-degree perspective. They also taught me the value of resilience and consistency. Sustaining leadership isn’t about achieving a particular share point or trade volume—it’s about showing up daily with the same commitment to excellence.
That mindset continues to guide how we develop talent at Lion today. Apart from prioritizing on-the-job training, we also actively practice role rotation. Each key talent is paired with a dedicated mentor, and their progress is tracked through a structured review process that I review every quarter. This is how we continue to lay the foundation for lasting growth and impact.
Looking forward, what is your vision for the next generation of leaders at Lion Brewery, and how do you see their role in the company’s continued success and navigating Lion through uncertain times?
Market volatility is the reality we operate in. The key is to maintain, or even elevate, the rigour required to grow in this environment.
Today, you can work smarter, be more agile, and take on bigger roles using technology effectively, including functions like sales. Different generations also have expectations and work styles, but diversity hasn’t challenged us. The real differentiator is whether you fit into the Lion culture. If you see the value Lion creates—for you, the category, and society—you will naturally give it your best.
The most important quality we look for is attitude. We want people with a leadership mindset willing to take risks, challenge the status quo, and drive excellence. The channels may be underdeveloped, and advertizing platforms may be restricted, but we must lead the growth rather than wait for it. Our role is to create a culture that inspires this level of commitment and a leadership mindset that succeeds in volatility.
Even today, Lion is investing ahead of the curve. We’re launching new brands and entering new categories because leading the category means taking responsibility for driving its growth.