Foster’s gets an Aussie makeover paying homage to its roots

Heineken has unveiled a new look for its Foster’s range.

The rebrand pays homage to the brand’s roots and “playful Aussie charm”, said Heineken.

It will appear on packaging across all SKUs in the core Foster’s range, including 4x440ml, 10x440ml and 18x440ml multipacks, as well as Foster’s Proper Shandy.

The “recognisable but reenergised” visual identity aims to reaffirm the brand’s position as a distinctive and confident choice within the Classic Lager category, Heineken said.

It was designed to help retailers tap into the growing consumer preference for familiar, timeless favourites, it added.

“This redesign of Foster’s aims to strengthen the brand’s foothold in the Classic Lager category. First brewed in 1888, the new design blends Foster’s heritage with its position as a laid back, effortless, refreshing choice within today’s UK off-trade market,” said Zach Jordan, senior brand manager at Heineken UK.

“We’re really excited for both retailers and shoppers to engage with our new design and we’re ready to inspire some Aussie flair in stores this summer and beyond.”

Retailers can find out more about Foster’s and how to maximise their beer category sales by visiting Heineken’s Star Retailer platform.