Classic lager is the on-trade’s biggest drinks category, accounting for 37% of all lager consumed in pubs and bars. With a volume rate of sale more than double that of premium lager, demand for mainstream lager brands remains strong. Adding weight to the category, Foster’s is pumping millions of pounds into its first major marketing campaign in four years.
This summer, its new campaign brings iconic Aussie duo Brad and Dan back to the nations’ screens to encourage consumers to make a ‘Good Call’ and choose Foster’s at the bar.
In the face of cost-of-living increases, 40% of consumers say they are going out less frequently. And although many drinkers have reduced their total alcohol spend, it remains a cost-effective treat when compared with more expensive pleasures. Beer in particular is benefitting, especially brands at more accessible price points such as Foster’s.
Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director, reflects on the current classic lager market, 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 mixer.”
Foster’s new campaign aims to bring the classic lager category front of mind for consumers, and maintain its volume ROS that’s 1.5x higher than premium lager, promoting Foster’s as a key sales driver. The campaign will remind drinkers that Foster’s is always a ‘good call’, providing them with a refreshing beer at an affordable price point. With 6 in every 10 pints poured coming from core brands, accounting for 63% of category value, Foster’s lager is a key sales driver for pubs and bars this summer.
Operators interested in stocking Foster’s can find out more here.
For additional information please contact the HEINEKEN® press office at email@example.com or 01494 731750
ABOUT HEINEKEN UK
Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer company behind iconic drinks and a full range of specialty brands. We are committed to supporting a thriving on-trade, underpinned by an ethos of ‘Helping Grow Your Business’.
In owning 2,400 pubs, we know what works – we test out products and advice before sharing this knowledge with our customers – and our expert team of over 2,000 people offer dedicated support. We strive to understand you and your customers, make things easier and profitable, and deliver an unbeatable quality experience to boost your business and ensure every guest is satisfied every visit.
Heineken® was the Official Beer Partner of UEFA EURO 2020™ and has extended its UEFA Champions League partnership by another three years, from 2021 to 2024. We’re proud to be the official partner of UEFA Women’s Football with a four-season partnership including sponsorship until 2025 of UEFA Women’s Champions League™ and UEFA Women’s EURO 2022™. Heineken 0.0 will also support W Series as its Official Partner, furthering the interests and prospects of female racing drivers.
In line with our sustainability strategy, Brew a Better World, we’re committed to reducing our environmental impact alongside helping our customers be more eco-friendly. We are proud to support thousands of operators using our industry-leading draught solutions, SmartDispense™, who collectively save 60M pints of water, beer, cider and cleaning materials and 273 tonnes of CO2 every year. We have also removed 400M teaspoons of sugar from our ciders, while 100% of the barley for our beers is sustainably sourced within the UK.
 CGA Strategy October 2022
 CGA Path to Purchase 2021
 CGA Strategy October 2022
 Toluna Survey, 19th December 2022, N=363
 CGA Strategy, Volume ROS, 20/05/23