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UK: Heineken to launch Foster’s Gold lager

Heineken UK is launching a bottled, premium version of its Foster’s lager in the off-trade to go head-to-head with brands such as Budweiser and Stella Artois.

Foster’s Gold is being aimed at 18 to 24-year-old male consumers as a beer with a more upmarket image to drink in mixed social groups.

The beer is bottled at 4.8% abv – compared to 4% for canned Foster’s – and is packed in 30cl clear glass bottles with an embossed logo and minimal paper labelling.

The launch is being supported by a package including dedicated TV and print advertising.

Rod Gillies, Heineken UK innovation manager, said: “Mixed social drinking is going to drive 30% of growth in the beer market in the next few years.

“We want to be the brand to lead mainstream lager out of the commoditisation that is
going on.”

5 Jul. 2011

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