Australia's original lager and international icon brand - Foster's Lager - is set to be enjoyed by a new generation of believers within the Australian market.

Mr Paul Kennedy, VP Marketing Carlton & United Breweries, said Foster's sponsorship of the Sydney Olympic Games provided the company with an ideal opportunity to freshen the look of Foster's Lager and its position in the market.

"However our aspirations for the brand extend beyond the Olympic Games," Mr Kennedy said. "We aim to focus the appeal of Foster's on a new generation of consumers and we believe that there is a great opportunity to grow the brand in Australia.

"Research shows that the target market of more youthful consumers is receptive to Foster's Lager - its international credentials as well as its heritage and tradition."

"Internationally, the brand has become an unofficial symbol of Australia, prompted by the 'Foster's - It's Australian for Beer' advertising campaign."

"So Foster's Lager is taking on a fresh new look featuring a contemporary new, long-neck bottle shape which appeals to a new generation target market."

"Adding to the appeal, the new "Export Quality" neck label reinforces the international credentials of Foster's Lager while the tag-line, "Australia's Classic Lager Since 1888," reinforces its status as the nation's original lager.

"In addition to the stylish, long-neck bottle and the brand's export and heritage credentials, we know that the renowned smooth flavour and the easy-drinking quality of Foster's Lager has appeal to all beer drinkers," Mr Kennedy said.

Available nationally in late August, the new packaging line-up includes a six-pack full cluster wrap, 355 mL bottle carton, 375 mL can carton and 750 mL bottle carton. A limited edition Gold Medal can of Foster's Lager, with a distinctive all-gold Olympic livery, is available for one month from 1 September to commemorate the brand's support of the Olympic Games.

An exciting, multi-media advertising blitz is being implemented nationally throughout Australia's biggest sporting season which includes the NRL Grand Final, AFL Grand Final, Olympic Games, Foster's Melbourne Cup and International Cricket.

Media activity includes a new 60 second TVC as the campaign centrepiece. The advertising taps into the positive patriotic sentiments surrounding the Sydney Olympic Games by using the theme "I believe" which focuses on what makes Australia and Australians unique.

The campaign also includes outdoor supersites, transit, press, metrolites - supported by promotional activity eg Olympic Promos at Foster's World Party Headquarters venues. The advertising is overseen by Morris Johnston Walpole. (See separate release from MJW.)

Background

• Foster's Lager is a traditionally brewed, bottom-fermented lager with 4.9% alc/vol. With its smooth flavour and easy-drinking quality - it's typical of the lager style
• The Foster brothers arrived in Melbourne from New York in 1886 The brothers established the Foster Lager Brewing brewery in Collingwood and started brewing in 1888
• They brought with them a German brewer experienced in lagers as well as a refrigeration engineer
• The combination of all these skills led to the brewing of Foster's Lager
• Foster's Lager was first brewed in late 1888 and first retailed in early 1889 and can claim the honour of being "Australia's Original Lager"
• The early success of Foster's Lager in Melbourne was promoted, not just by the great taste of the new lager style, but also through the free offer of ice to every hotel which took the Foster's brew (one of the first was the famous Young & Jacksons pub in central Melbourne)
• Later in the first year of their brewing venture the Foster brothers sold their brewery to a local syndicate and returned to America. They were never to be heard of again, having sold too quickly a lager that was destined to be famous even in their own country.

Further information:

David Park
Public Affairs Manager
Carlton and United Breweries
Tel: +613 9633 2259
Mob: 0418 159 231
Email: david.park@cub.com.au