Carlton & United Breweries has announced the return of Foster’s Classic to the Australian market as part of a three year exclusive ranging deal with Endeavour Group retail outlets. Originally launched 135 years ago in 1889, Foster’s Lager, later rebranded as Foster’s Classic, is widely considered to be the beer that put Australian brewing on the world map: “Whether you know it as The Amber Nectar, Australian for Beer or something else, Foster’s had a permanent impact on Aussie culture,” said Ben Eyles, Head of Beer at CUB.
Despite this, Foster’s began to fall out of favour in the late 1970’s/early 1980’s as consumer preferences tended towards other leading beer offerings from the major beer suppliers. While international sales have remained strong over the years, local sales have declined, with subsequent attempts to reintroduce Foster’s domestically struggling to achieve results of any major significance.
Ben Eyles is hopeful that the current trend towards nostalgia will help drive this year’s relaunch.
“Nostalgia is a huge consumer trend right now and Foster’s still commands large awareness among Australians,” he said.
“We’re tremendously excited to have Foster’s back on shelves at Dan’s and BWS, led by Foster’s Classic. It’ll now be easier than it’s been for years to buy Australia’s most famous beer export, even if we don’t drink it as much as the rest of the world thinks.”
Gill Webb, Endeavour Group’s Head of Beer, added: “It only launched in stores a few weeks ago and already we are seeing customers excited to reunite with this Aussie classic – the brand first to pioneer ‘cold beer’ with plenty of character and good humour.”
Foster’s Classic is canned at an abv of 4% and is available now at more than 1600 Endeavour stores nationwide at $20 per 6-pack and $59 per case of 24.
