Carlton & United Brewery has confirmed that it is relaunching Foster’s beer in Australia and rising production by 300 percent over the summer, just when you figured 2020 does not serve any more surprises.
“The COVID-19 pandemic has led Aussies to embrace nostalgia and yearn for simpler times,” CUB Head of Classic brands Hayden Turner said.
“Foster’s is an iconic brand Australians know and trust so it is really no surprise drinkers have told us they want more.
“We’re confident Foster’s can continue to grow again and develop a strong following like Melbourne Bitter and Reschs have done recently.”
Output would rise from 500,000 to just over 2.5 million litres per year. Formerly the best selling beer in Australia, it fell out of favour in the ’90s. It could only be found on tap in 10 bars and pubs across the country in 2015, Brews News announced.
“Daniel Bone, Insights Director at IRI, said during last week’s IRI Virtual 2020 Australian State of the Industry Webinar: ““Connecting consumers to previous experiences or historical symbols, conjuring up fond nostalgic memories of bygone era is a great marketing tool in the current environment.”
For another CUB classic brand, this is proven to be the case, with Reschs “Silver Bullet” cans being successfully resurrected earlier this year, after they were replaced by bottles in 2005.
Mr Simple’s art director, Jack Stutfield, told The Guardian that there was a growing trend among young people towards Australian vintage.
“Especially not being able to travel, people are really supporting more Australian stuff,” he said.
The birth of a beer by Foster
Two Irish-American brothers, William M., produced Foster’s. And Ralph R. Foster, who in 1886, came from New York to Melbourne. In November 1888, the brothers started brewing Foster’s Lager, and it was made available to the public in February 1889.
It was the first cold beer pioneer and is still brewed in the Abbotsford Brewery in Melbourne.
Thanks to unforgettable ads given by Paul Hogan in the 1980s, Foster’s beer remains one of Australia’s most recognisable brands. Although international sales have remained high in recent years, local sales have decreased as it is still the second largest selling beer in the UK.
With COVID-19 triggering tough economic times, Turner said CUB is making things easier for People can be competitive with inexpensive rivals by introducing a value-for-money Foster’s 30-can slab.
Thirty Foster’s cans will sell at $53, compared to $42.95 for Lion’s XXXX Gold and $59.99 for Victoria Bitter.