New Look Foster's Set To Turn Sales To Gold

13th February 2014

HEINEKEN, the UK's leading Cider and Beer company, is unveiling a dynamic new look for its premium bottled lager, Foster's Gold. Harnessing the power of parent brand, Foster's Gold was launched to tap into the demand for bottled lagers, deemed appropriate for mixed-sex drinking occasions and more formal nights out.

The refreshed packaging has been created to improve visibility and fridge standout and boost pub sales. Exclusively available to on-trade customers from March, the new bottle, features the addition of a belly-band in Foster's signature blue and will be supported by new POS materials created to command consumer attention and drive sales.

Outperforming the premium packaged lager subcategory, sales of HEINEKEN's portfolio of bottled beers is growing at an impressive 24.3% . Driven by an increased demand for formats that better fit changing consumer needs and consumption occasions and often appealing to a younger, more image conscious demographic, packaged lagers are ideal for formal events, where they are likely to be viewed as a more appropriate serve. With a multitude of brands on offer in pubs and bars and 45% of consumers admitting that they don’t know what they will order until they get to the bar , it is more important than ever to create stand-out in the back-of-bar fridges.

The new bottle will be accompanied by POS support across a range of materials from bar mats to posters and staff T-shirts. The focus on the brands premium offering continues with the strapline "Pure Gold" running across all support materials.

Andrew Turner, Category & Trade Marketing Director at HEINEKEN, said: "Responding to customer feedback, we have redesigned the Foster's Gold bottle to improve visibility and consumer engagement and boost sales. With so many brands competing for attention in the packaged lagers segment, fridge stand out is crucial to brand success. We will continue to support Foster's Gold across TV and outdoor advertising, digital and online communications and multi-channel trade activation to further encourage trial and drive penetration."

In its stylish embossed bottle, Foster's Gold offers a 4.8% ABV crisp, clean chill filtered premium bottled lager with a refreshing, easy-drinking taste. Foster's Gold is primarily aimed at 18-34 year old males who are happy to pay a premium price for a drink they feel comfortable enjoying in mixed groups, such as formal nights out and parties.