Lion breweries behind Lance Armstrong visit to NZ

Lance Armstrong cycles with local cyclists during a ride in Auckland's Waitakere Ranges on December 19, 2016 in Auckland, New Zealand. Photo / Getty

Lion New Zealand has confirmed they have brought Lance Armstrong to the country - but won't say why.

This comes after speculation that the disgraced Tour de France cyclist was in the country to appear in an advert. A Newstalk ZB caller earlier today said he had been on a flight from Houston with Armstrong, who told him he was doing work for beer brand Steinlager.

Lion, which brews Steinlager, confirmed this afternoon that Armstrong "was in New Zealand with us".

"What we can say at this time is that things are not always as they appear, as will be revealed in due course," a spokeswoman said.

Otago University marketing associate professor Robert Aitken said if the brewing giant had chosen Armstrong for one of its campaigns, it was an interesting choice.

"It might be a new career for him as an inspirational or motivational speaker but it is a very strange move," Aitken said.

"But they're very calculated alcohol companies and they must see some value - there has to be a genuine belief that he can bring something to the brand that isn't already there."

Aitken said it was likely to be a left-field campaign or targeting athletes or lower-alcohol drinkers, saying Armstrong was already creating a media stir in the country.