The iconic Foster’s beer brand has been embraced by drinkers in its new guise, Foster’s Classic, according to Carlton & United Breweries and Woolworths, owner of liquor retailers Dan Murphy’s and BWS.
Foster’s Classic has hit its sales targets since launching for Australia Day this year, a CUB spokeswoman told Australian Brews News.
“It’s pitched in the territory of easier drinking, contemporary lagers. It is different from Foster’s Premium Lager because it’s an easier drinking more contemporary style of beer with a lower bitterness,” she said.
“Consumer feedback has been largely positive around Foster’s Classic, particularly the quality of the brew, and it’s been able to establish a solid baseline. Sales have certainly met expectations and the team were pleased with the response.”
Woolworths has also had positive reaction from shoppers, a spokeswoman told Australian Brews News.
“Foster’s Classic is available exclusively through Dan Murphy’s and BWS and has been a hit with our customers since its launch,” she said.
Foster’s Classic is four per cent ABV and registers 16 IBUs (international bittering units), as compared with the original Foster’s Lager, which is a more heady 4.9 per cent ABV and 24 IBUs.
The Foster’s brand had its heyday in Australia in the 1980s. Local sales of the product began to wane after then Foster’s boss John Elliot declared the company’s bid to ‘Foster-ise’ the world.
“Despite a push around the 2000 Olympics, Foster’s Lager hasn’t featured in our biggest sellers for some time (it’s around a 400,000 case brand now) but Foster’s Classic has created some welcome noise around the brand,” the CUB spokeswoman said.
She revealed there are just ten venues in the entire country that still pour the original Foster’s on tap.
At this stage there are no plans to graduate the new version from its packaged-only format.
“Australia Day was used to launch the product in Dan Murphy’s and BWS and the plans are to keep monitoring its performance over coming months,” the spokeswoman said.
“We definitely think there is something in the retro appeal of the Foster’s masterbrand.”
See where you can still find Foster’s Lager on tap by clicking here.