Brewing giant Foster’s today launched a new range of beers with more straightforward names and labelling.
"We wanted to capitalise on the famed Australian ‘tell it how it is’ nature," explained Bruce Billingsworth, MD of Marketing at Foster’s. "The idea has proved successful with Australian wines sold in supermarkets - such as ‘Good with pork’ and ‘Best with Steak’, so why not beer? It also enables us to take a lead in providing clearer labelling within the alcohol industry."
The flagship beer in the new range will be ‘Gets you drunk quick’ which is aimed squarely at the market segment traditionally dominated by Tennent’s Super lager with an alcohol content of 9.5%.
"We have done some tests with our key consumers and they say that what they want is something cost effective and quaffable that you can drink whilst slumped in a hedge," said Mr Billingsworth. "Of paramount importance to our demographic is that the labelling is plain and simple and helps you enjoy a summer’s night having a fight with yourself under a bridge."
Tennent’s have said that they welcomed the competition and Foster’s entry into the higher strength market, but denied they had any plans to adopt similar branding.
"We are always looking for new opportunities for our products, commented Grant Binsworth of Tennent’s "So we are branching out into the lighter fuel market instead."
Mr Billingsworth of Foster’s added that they were also planning a family pack of lager aimed at the home drinker called ‘You’ll piss rusty water out your arse in the morning’.
"As you know we are keen on responsible drinking," said Mr Billingsworth. "So our new lagers can also be used to light your barbecue."
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