Heineken has launched updated packaging in the UK for the Foster’s beer brand, covering its lager and shandy variants.
The brewer said the rebrand, which nods to Foster’s Australian heritage, “aims to reaffirm the brand’s position as a distinctive and confident choice within the ‘Classic Lager’ category”. The visual changes will apply across all SKUs in the Foster’s range, including 4x44cl, 10x44cl and 18x44cl multipacks, as well as to Foster’s Proper Shandy.
The alterations include Australian symbols such as the stars on the country’s flag and a red kangaroo, as well as reintroducing the use of the term ‘Amber Nectar’.
“First brewed in 1888, the new design blends Foster’s heritage with its position as a laid back … choice within today’s UK off-trade market,” said Heineken UK’s senior brand manager, Zach Jordan. “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.”
Earlier this month, Heineken confirmed plans to inject GBP40m (US$53.3m) into its UK-based Star Pubs business unit this year.
