Carlton & United Breweries (CUB) is bringing its iconic Australian lager, Foster’s Classic, into Dan Murphy’s and BWS stores, through a three-year exclusive partnership with Endeavour Group.
Foster’s was created by two Irish-American brothers, William M. and Ralph R. Foster, who arrived in Melbourne from New York in 1886. They began brewing Foster’s Lager in November 1888 and it was made available to the public in early 1889. It was the first beer to pioneer cold beer.
While international sales have remained strong in recent years, local sales declined, replaced by brands like Victoria Bitter and Carlton Draught. However, CUB announced it would be boosting Foster's Classic production by 300 per cent for the Australian relaunch.
CUB head of beer, Ben Eyles, said the team was “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,” said Eyles.
“Whether you know it as The Amber Nectar, Australian for Beer or something else, Foster’s had a permanent impact on Aussie culture. Nostalgia is a huge consumer trend right now and Fosters still commands large awareness among Australians.”
Foster’s remains one of Australia’s most recognisable brands thanks to memorable advertising fronted by Paul Hogan in the 1980s. While known internationally as the quintessential Australian beer brand, Foster’s Lager used the slogan “The Amber Nectar” in Australia and the UK, and “Australian for Beer”, elsewhere overseas.
Endeavour Group’s head of beer, Gill Webb, said: “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 available in over 1600 stores across the country, for RRP $20 in a six-pack and $59 in a 24-pack.
