Foster’s set to boost classic lager sales in major brand drive
Foster’s is ramping up its support for the on-trade’s biggest drinks category – classic lager – by pumping millions of pounds into its first major marketing campaign in four years[1]. The new campaigns brings Aussie duo Brad and Dan back to the nation’s screens in a bid to drive consumers to choose Foster’s at the bar.
Statistics from 2022 show that classic lager accounts for 37% of all lager consumed in pubs and bars[2], with a volume rate of sale more than double that of premium lager[3].
Further research via an online consumer survey shows that two-thirds of beer drinkers tend to stick to one or two preferred brands[4]. Over half of these of these revealed that they preferred the reassuring experience of a drink they know and like rather than taking the risk of experimenting with something new[5].
Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director, said “Foster’s new campaign aims to put the beer front of mind again with consumers and ensure classic lager remains a great seller on any operator’s bar, protecting the high-volume ROS of the category[6]. Foster’s is always a ‘good call’ for customers, providing them with a straightforward delicious beer.”
The new campaign aims to encourage consumers to approach life with the brand’s ‘Aussie positivity.’ Alongside the return of Brad and Dan, UK consumers will also see communication on social media across the busy summer months. New Foster’s stockists will also receive install support, including darts kits, audio-visual equipment to help drive footfall and promote social occasions.
New stockists can visit Foster’s
REFERENCES
[1] CGA Strategy October 2022
[2] CGA Strategy October 2022
[3] CGA Path to Purchase 2021
[4] KAM Media Heineken online consumer survey February 2023
[5] KAM Media Heineken online consumer survey February 2023
[6] CGA Path to Purchase 2021
