Classic lager is the on-trade’s biggest drinks category, accounting for 37% of all lager consumed in pubs and bars1. With a volume rate of sale more than double that of premium lager2, demand for mainstream lager brands remains strong.
This summer, Foster’s new campaign brings iconic Aussie duo Brad and Dan back to the nations’ screens to encourage consumers to choose Foster’s at the bar. Pubs will benefit from distribution support including AV equipment, darts kits and Foster’s branded point of sale, by simply having the brand available on the bar.
It goes without saying that one of the most notable changes since last summer is cost-of-living increases. As a result, 40% of consumers say they are going out less frequently3. And although many consumers have reduced their total alcohol spend, alcohol does remain a cost-effective treat, especially beers at more accessible price points such as Foster’s, when compared with more expensive pleasures.
Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director, reflects on this, saying “More than ever, we’re seeing a greater emphasis on ‘smart spending’ to maximise the return from impacted disposable income, meaning consumers are increasingly looking for value for money. Beer is benefitting from this, as the pint offers greater value for money than smaller serves such as a spirit and mixer4.”
Foster’s new campaign aims to bring the classic lager category front of mind for consumers, and maintain its high-volume ROS5, promoting Foster’s as a key sales driver even amid the economic turmoil. The campaign will remind consumers that Foster’s is always a ‘good call’, providing them with a refreshing beer at an accessible price point. The brand also provides greater value to publicans than its nearest competitors6.
Classic Lager. Good Call.
- Money for on-trade visits is being ringfenced by consumers looking for enjoyment
- Consumers will look for deals and ways to save on alcohol spend, for example choosing cheaper drinks such as classic lager
- Foster’s provides the perfect accessible price point for consumers to enjoy a beer with their friends
Operators interested in stocking Foster’s can find out more here.
For additional information please contact the HEINEKEN® press office at heineken@cirkle.com or 01494 731750
1 CGA Strategy October 2022
2 CGA Path to Purchase 2021
3 CGA Cost of Living Consumer Pulse (1,030 UK&I Consumers) November 2022
4 Toluna Survey, 19th December 2022, N=363
5 CGA Path to Purchase 2021
6 CGA Strategy Oct 2022 MAT TY & MAT YA
