It is not easy to look for Foster’s Beer in Australia, what international drinkers of Beer consider this country as the Beer of choice. In its most talked about homeland the cans of the Southern Cross spangled can baffle shop shelves and in the year 2015, there were only 0 venues that poured across the entire country on a tap. This was the brand that promoted Australia’s laidback drinking culture to the world and has come up with a decision to relaunch it once again, by increasing the production by 300 in Melbourne in the upcoming months.
Carlton and United Breweries, that is currently owned by Japanese Behemoth Asahi, is yet to target Hip pocket nerves, that chases the low-cost competitors. Foster’s 30 cans will be marked at $53 in comparison to the XXXX Gold of Lions at the marked price of $4.95 and the Victoria Bitter of CUBS at $59.99.
Today, the Pale lager that is aged 132 acquired by Asahi from Anheuser Busch in Bev earlier this year, have it distributed in Europe, UK and the US, where it’s the second most popular brew of the nation. Despite having it brewed in Manchester, the Australian accents are still featured in the UK ads, with slogans like “ Beaut coldies” and “ Here to a bonza weekend”.
The Foster’s International History is dated back to 1888 when the two Irish American brothers started to brew in Melbourne. Anticipated by the cascade in the year 1824, Coopers in 1862 and Carlton in 1864, it was not Australia that did it first, but the campaign in the UK in the year 1971. It was equivalent to Foster’s Local brewing when it was defined by Barry Humphries as the “ Australian for Beer” on the UK TV screens.
In 1980 the Crocodile Dundee actor Paul Hogan, who was initiating campaigns for Australian tourism at one point, turned out to be the international sweetheart for the liquid lifesaver. He won affections from Britain as the sun-kissed and cheeky Aussie stereotype.
The Simpsons in 1995 sealed the reputation of Foster as the favourite Beer of Australia in “ Bart VS Australia”. The Can went on to make multiple cameos, first when one of the famous giant beers were ordered by Homer and again Andy the Prime Minister is seen floating in a dam on a tyre.
While the relaunch is not likely to be campaign driven, the head of the CUB classic brands, Hayden Turner, said that Foster is the brand that is loved and trusted by Australians and he is confident for the growth and popularity of it. The covid-19 pandemic has induced Australians to be nostalgic and craves simpler terms.
But with the decline of the mainstream Beers, there has been a gamble. The craft beer industry of Australia that is worth $800m and surged 6.2% from 2015 to 2020, as measured by Ibis world, while the Beer manufacturing industry of Australia in overall has declined by 1.8% at the same time. Ibis world blames due to the consumers increase in swapping traditional Beers like Victoria Beers to premium and crafted Beers of a massive price.
This is not for the first time that CUB has successfully sealed nostalgia. On 2018 it breached into fashion alongside Melbourne and Victoria Bitter Merchandise lines in addition to Green Cord Caps and T-shirts sporting Old school Logos. In July 2020, it also delivered back Reschs” Silver Bullet” can post their replacement with bottles in 2005, courtesy to a long term ongoing campaign by the Reschs Appreciation Society.
The Art director at Mr Sample, Jack Stutfield, the Melbourne Bitter Line that was produced by the Melbourne Label says that despite many consumers would not have drunk with the 1970s Logos, there has been massive popularity of the line.