Heineken unveils new look for Foster's

8th March 2017

Heineken has unveiled a new look for Foster’s which aims to highlight the lager’s refreshing flavour and showcase the brand’s Australian heritage.

Rolling out to customers in the on-trade from April, the brand’s new look has been updated to appeal more to today’s beer drinkers.

The brand’s lettering has been made more prominent on packaging and glassware and a modern silver font with blue accents for on-trade customers has also been unveiled.

The Foster’s brand was created in 1888 by brothers, William and Ralph Foster, and this heritage will be leveraged across the new font in order to further emphasise Foster’s refreshment credentials.

Ifeoma Dozie, mainstream beers director at Heineken, said: “The beer category has changed significantly in recent years but the fact is Foster’s remains one of the top-selling beer brands in the country, much loved for its refreshing taste and Australian personality.

"Today’s consumers however are increasingly interested in heritage and authenticity - they want to know where brands come from and the history. Foster’s has a fascinating story to tell, so there’s a real opportunity for the brand to connect with consumers looking for refreshment. The new look will be a big hit with consumers and the eye-catching new font and glassware will result in increased rate of sale for our on-trade customers.”

Foster’s will continue its partnership with the English Cricket Board (ECB) following its successful, inaugural sponsorship in 2016, which generated higher positive awareness for Foster’s than any other sponsors.

Activations will begin in May to coincide with the start of the season, and consumers will have the chance to win a range of cricket-themed prizes; further information on details will be shared in due course.

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