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Foster’s relaunch builds on nostalgia trend

Australian beer brand Foster’s is making a nostalgia-driven comeback, boosting the production of the iconic brand by 300 per cent in coming months. 

The relaunch marks a plan by brewer Carlton & United Breweries’s (CUB) to bring the famous classic beer back to Aussie customers at affordable prices during Covid-19. 

“The pandemic has led Aussies to embrace nostalgia and yearn for simpler times,’’ said Hayden Turner, head of Classic brands at CUB. “Foster’s is an iconic brand Australians know and trust so it is really no surprise drinkers have told us they want more.”

The relaunch comes after sales of Melbourne Bitter and Reschs soared during the Covid-19 lockdowns. 

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

Founded in 1889 by two Irish-American brothers, William M and Ralph R Foster, Foster’s was the first brand to pioneer cold beer. While Foster’s has maintained its strong position in the global market in recent years, the brand has been overshadowed in Australia by other CUB brands including Victoria Bitter and Carlton Draught. 

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