Heineken UK is launching a new look for its Foster’s lager brand, which pays homage to its Australian roots.
Rolling out across the grocery, wholesale and convenience channels from this month, the revamped visual identity for Foster’s aims to reaffirm the brand’s position as a “distinctive and confident choice” within the Classic Lager category, helping retailers tap into the growing consumer preference for timeless favourites.
Classic Lager is worth £790m in the Off-Trade, accounting for 17% of sales. Heineken noted that as consumers continue seeking out high-quality beer options at compelling price points, it remains an important category for retailers to consider.
Foster’s is well-placed to help retailers maximise this opportunity, owning a 32.3% share of Classic Lager and adding £255m to the Off-Trade last year alone. The fresh design aims to celebrate its heritage, embodying Australian symbols such as the stars on the flag and a red kangaroo, as well as reintroducing the use of the ‘Amber Nectar’ label.
The new visual identity will appear on packaging across all SKUs in the core Foster’s range, including 4x440ml, 10x440ml and 18x440ml multipacks, as well as Foster’s Proper Shandy (3.0% ABV).
Zach Jordan, Senior Brand Manager at Heineken UK, commented: “This redesign of Foster’s aims to strengthen the brand’s foothold in the Classic Lager category. First brewed in 1888, the new design blends Foster’s heritage with its position as a laid-back, effortless, refreshing choice within today’s UK off-trade market. We’re really excited for both retailers and shoppers to engage with our new design, and we’re ready to inspire some Aussie flair in stores this summer and beyond.”
