NEW FOSTER'S ROCKS SET TO RECRUIT NEW DRINKERS INTO LAGER

13th July 2015

Foster’s is launching two new spirit flavoured beers. Spiced Rum and Classic Rum will be the first flavours in the new ‘Foster’s Rocks’ brand extension and will be available from August, launching in time for the Bank Holiday weekend.

 

It’s inspired by 19th Century Australian rum traders from New South Wales, who weathered storms to keep the supply of rum flowing. Available in 440ml cans in packs of four (RRP £4.50) and ten (RRP £11), brand owner HEINEKEN are confident Foster’s Rocks will continue to drive the lager category, making it even more popular amongst 18-24 year olds. The launch will be supported by a £2m marketing and sampling campaign.

 

Martin Porter, Off-Trade Managing Director at HEINEKEN UK, said: “The launch of Foster’s Rocks follows the unprecedented success of Desperados, the original spirit flavoured beer. At HEINEKEN, we know how to create innovation that has value for our customers. We already lead the market with spirit flavoured beer, and with Foster’s Rocks, we anticipate expanding this category with a beer consumers want to be seen with.”

Welcome Addition to the Foster’s Line Up

Foster’s Rocks will join an already successful portfolio of lagers and lager-based products under the Foster’s brand. Now the number one lager brand in the UK off-trade[1], the Foster’s line-up includes, core Foster’s lager, Foster’s Gold and Foster’s Radler the brand’s low alcohol brand launched back in 2013.

 

For further press information, please contact:

The HEINEKEN team on 020 3757 6800 / heineken@publicasity.co.uk