New Foster’s fonts, T-bar lenses and point-of-sale material featuring the slogan ‘crafted to refresh’ will begin to roll out across the on-trade from April onwards.
Heineken UK trade marketing manager Paul Gordon said: “Mainstream lager is a huge category… as much as wet-led, community pubs are in decline, it still is absolutely huge and Foster's within that classic category is one in four of every drinks that is sold.”
“It’s really important we understand these consumers and keep offering them the right brand to relate to their drinking experiences.
Focus on 'refreshment'
“We’ve listened to our customers and we’ve had some quite constructive feedback. It’s been really key to make sure that when we redevelop it that we keep our credentials. We want to make sure that the refreshment comes through, the quality comes through, the heritage comes through.”
This makes Foster's the latest of the big beer brands - Carling, Carlsberg and Marston's have all made similar moves this year - to update their image this year to stay in line with modern tastes.
Last week, Heineken UK unveiled new ‘artisanal’ cider brand Bulmers Orchard Pioneers with the launch of two variants, Kier’s Cloudy Apple and Sarah’s Red Apple across the on-trade in 500ml bottles.
Punch bid investigation
The brewing giant’s proposed acquisition of 1,900 Punch pubs – a joint bid between Heineken and Patron Capital – is currently being investigated by the Competition & Markets Authority.
The investigation will seek to determine whether the acquisition could reduce competition and consumer choice, and could last until October if this is found to be the case.
A spokesman for Heineken previously told The Morning Advertiser (MA) the investigation was “important and expected” and that its full co-operation would be given.