Foster’s is returning home to Australia, hoping to win the hearts and minds of nostalgic consumers. But with people becoming more health-centric in their drinking habits and increasingly choosing to sip at home, will retro appeal be enough to win seasoned beer lovers back to the brand?
Though it may have Australian roots, Foster’s has had more success as an export than at home. Overseas, it’s recognised as the quintessential Aussie beer brand, but this image is incongruous with the reality that Foster’s is barely upheld as a national brew in its native land. But the brand wants to change that. Carlton and United Breweries (CUB), which is now owned by Asahi, announced in November 2020 that it would be returning Foster’s to Australian shores, boosting production of Foster’s Classic from 500,000 litres per year to over 2.5 million litres.
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Laura Day 