FOSTER'S BRINGS HERITAGE TO LIFE WITH NEW SHORT FILM SERIES

21st September 2015

Foster’s , the UK’s number 1 lager, is bringing its heritage and sense of humour to the fore this month with a series of short films starring TV personality Rick Edwards, telling the story of its founders, brothers William and Ralph Foster. The activity sees Rick, known for presenting a variety of Channel 4 and E4 shows including Tool Academy and Freshly Squeezed, recreate the trials that William and Ralph Foster endured 127 years ago to create the perfect lager.

The films, which aim to provide a real insight into the iconic Australian brand, see Rick undertaking a series of challenges ranging from transporting giant blocks of ice and constructing machinery involved in the brewing process, to tracking down legendary Australian yeast.

The series of films document Rick’s journey in the outback and will be available to view on YouTube and across Foster’s social media channels from 17th September.

Ifeoma Dozie, Brand Director at HEINEKEN said: “The story behind a brand is becoming an increasingly important factor for consumers when choosing a lager. We are very proud of our Australian heritage and felt the story of the Foster’s brothers is one worth telling. This series taps into this need, offering drinkers an in-depth insight into Foster’s history and increasing interest in the brand across the market. We’re confident our partnership with Rick will help the brand connect to a new generation of consumers and raise the profile of the brand and its heritage among a younger audience.” 

Rick Edwards said: “Beer is close to my heart, and ice cold beer even more so. I don’t think beer drinkers realise the lengths that William & Ralph went to back in 1888 to create Foster’s. The opportunity to recreate their trials in the outback was an exciting one, and I’m pleased to be able to give everyone the beer education I’ve just had! I definitely have a new found respect for Foster’s, having experienced first-hand how much dedication went into the brewing process all those years ago.”   

Rick’s trials are available to view here:

Trial 1

Trial 2

Trial 3

 

 

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Notes to Editors

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN employs around 2,000 people. In addition to being Britain’s leading cider and beer business, HEINEKEN owns around 1,250 pubs through its Star Pubs & Bars business. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Foster's, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith's and Bulmers backed by a full range of niche and speciality brands.

The truth behind each trial

Trial one – Ice block challenge

The ice-cold temperature of Foster’s is what initially lured the locals in. Ice had to be transported to the pubs, and the greater the distance, the greater the price.  Some pubs would pay 3 times the price to get a full block, which meant that as the searing Melbourne heat was melting the ice, it was also melting their profit.

 

Trial two – Man vs Machine

At 15 Rokeby St. W&R Foster introduced Melbourne to the very latest in modern brewing technology. But this meant they had to get a 60-horsepower steam engine of the very latest design to power ice making machinery and brewing appliances up and running. This would have taken some considerable effort in the face of adversity.

 

Trial three - The quest for the Aussie yeast

Foster’s was created by William and Ralph Foster, who arrived in Melbourne in 1886, with a refrigeration engineer and brewmaster in tow. The refrigeration engineer’s role was to keep the lager cool during the brewing process so it did not over ferment or go off. The brewmaster’s role was to use native Australian yeast to ensure a clean, crisp lager – and only Australian yeast is used in Foster’s today to ensure its taste captures the Spirit of Oz in every crafted pint.

 

 

About Foster’s

For more information about Foster’s, please visit www.fosters.co.uk, follow @FostersUK or like at https://www.facebook.com/fosters