FOSTER’S MAKING A LOCAL COMEBACK

CUB has announced it will be dramatically ramping up production of Foster’s – the beer synonymous with the legend of Australia – following consumer research showing now is the time for iconic brands.

Carlton & United Breweries (CUB) is relaunching one of its historic labels to local drinkers and boosting production of Foster’s Classic by 300 per cent at Abbotsford Brewery in Melbourne.

“The COVID-19 pandemic has led Aussies to embrace nostalgia and yearn for simpler times,’’ reports Hayden Turner, CUB head of classic brands.

“Foster’s is an iconic brand Australians know and trust, so it is really no surprise drinkers have told us they want more.

“We’re confident Foster’s can continue to grow again and develop a strong following, like Melbourne Bitter and Reschs have done recently.”

Foster’s was originally created by Irish-American brothers William and Ralph Foster, who arrived in Melbourne from New York in 1886 and were brewing Foster’s Lager for the public by early 1889. It is said to have been the pioneer of beer served cold.

Although it has not enjoyed strong sales in Australia in recent years, Foster’s is still a big seller overseas and remains one of the country’s most recognisable brands, largely due to the immensely successful Paul Hogan ads for the beer in the 1980s.

While the slogan for Foster’s Lager in Australia and the UK was “the Amber Nectar” overseas consumers were taught that it’s “Australian for Beer”, which remains a common understanding today.