26 June 2007
Foster's to partner with Miller for US brewing
Foster’s Group Limited (Foster’s Group) and Miller Brewing Company (Miller) today announced plans to enter into a license-brewing partnership for the Foster’s Lager beer brand in the United States, to commence in November 2007.
Under the new arrangement, Foster’s will be brewed by Miller in Fort Worth, Texas and in Albany, Georgia as part of plans to position the brand for continued strong growth in the important US market.
“The decision to shift Foster’s brewing to Miller builds a foundation for more robust growth in the United States,” said Scott Weiss, Managing Director, Foster’s Americas. “Foster’s is the quintessential Australian brand, offering American beer drinkers a taste of the fun and sociable Aussie lifestyle. We look forward to working even more closely with the team at Miller to build the Foster’s brand into a leading premium beer choice in the US.”
Foster’s will continue to be distributed and marketed in the US through Foster’s USA llc, a joint-venture between Miller and Foster’s. Miller will brew Foster’s according to the brand’s original recipe, using the proprietary Foster’s yeast strain and the Pride of Ringwood hops from Australia.
“Today’s announcement is a critical step as we partner with Foster’s Group to position this brand as an appealing trade-up for mainstream beer drinkers who want a truly unique and delicious beer experience,” said Miller president and CEO, Tom Long. “Foster’s Lager has great growth potential, and we’re excited about the opportunity to help realize that promise for Foster’s beer in the US.”
Further information:
Media
Troy Hey
Tel: +61 3 9633 2085
Mob: +61 409 709 126
Investors
Chris Knorr
Tel: +61 3 9633 2685
Mob: +61 417 033 623
United States
Allison Simpson
Tel: +1 (707) 259-4560
Mob: +1 (707) 592-8584
Additional Information
About Foster’s
First brewed in 1888 by the Foster brothers in Melbourne, Australia, Foster's is one of the world's best beers. As one of only a handful of truly global beer brands, Foster's in now available in over 155 countries. Foster's is one of the fastest growing international premium beer brands in the world, and has enjoyed international growth of 40 per cent since 1997. Foster's is brewed in 12 countries, at 17 locations with over 100 million cases sold annually.
Foster’s in the US
The iconic Foster’s beer oilcan has been available in the US market for close to four decades. Building success with memorable advertising campaigns “How to Speak Australian” and “Australian For Beer”, Foster’s has grown to become a 6 million case brand within the US market. The brand’s current marketing campaign continues to position Foster’s as a genuine, refreshing and uniquely Australian beer.
About Miller Brewing Company:
As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. Miller is a wholly owned subsidiary of SABMiller plc, the world's second largest brewer. For more information, visit www.MillerBrewing.com.