Heineken has launched a new variant of the UK’s third-largest beer brand, Foster’s. Foster’s Proper Shandy (3% ABV) is rolling out across the grocery, wholesale, and convenience channels in 440ml packs of 4 and 10.
The company noted that the launch of Foster’s Proper Shandy is timed to help retailers tap into the macro consumer trend of nostalgia, by offering a classic British serve in a convenient format. Shandy and lager top accounts for 4.5% of all serves in the on-trade – more than 193 million pints – and Foster’s Proper Shandy aims to enable consumers to enjoy a consistent quality Shandy serve at home.
The 3% ABV drink also caters to the growing number of adults who are moderating their drinking.
Richard Barnes, Marketing Manager – Foster’s at Heineken UK, commented: “We are thrilled to be launching Foster’s Proper Shandy to the off-trade, delivering something brand new into classic lager and reigniting interest in the category – not only for existing drinkers, but also to help recruit new ones.
“Foster’s is such a well-known, trusted brand and there was a clear gap in the market for a quality shandy in a convenient format and at an affordable price. Coupled with the growth of moderation, as well as the growing nostalgia trend, Foster’s Proper Shandy taps perfectly into these moments too. We look forward to seeing how the innovation performs.”
The rollout of Foster’s Proper Shandy will be supported by a marketing campaign, including TV, digital and OOH advertising.
