Foster's Lager is characterised by its Australian heritage, its worldwide reputation and the excitement of its sponsorship associations to premier events like Formula One Grand Prix.
Australia's climate, landscape, people and attitude, its youthful exuberance, is at the core of Foster's identity... "Australianness". Foster's Australian image is laid back and friendly. It typifies the "no worries" approach to life.
Every day millions of people around the world enjoy drinking Foster's Lager, and the striking red F and the Foster's Lager blue and gold are instantly recognised by beer drinkers around the world.
Formula One is the most-watched sporting event in the world. The 17-race calendar attracts an audience of 600 million viewers per race. Both Foster's Lager and Formula One are international, fun, aspirational, youthful and glamorous. A partnership between two of the world's most desirable and high profile global properties.
