Heineken UK is launching a new look for its Foster’s lager brand, including Foster’s and Foster’s Proper Shandy, highlighting its Australian roots.

Rolling out across the grocery, wholesale and convenience channels this month, the rebrand employs Australian symbols such as the stars on the country’s flag and a red kangaroo, as well as reintroducing the use of the ‘Amber Nectar’ label.

The new branding will appear on packaging across all lines in the core Foster’s range, including 4x440ml, 10x440ml and 18x440ml multipacks, as well as Foster’s Proper Shandy, which has generated more than £9.3m in value sales in the past year.

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It comes as the “classic lager” segment is worth £790m in the off-trade, accounting for 17% of lager sales. Foster’s has a 32.3% share of the segment.

As consumers continue seeking out high quality beer options at compelling price points, it remains an important category for retailers to consider, the supplier added.

Zach Jordan, senior brand manager at Heineken UK, said: “This redesign of Foster’s aims to strengthen the brand’s foothold in the classic lager category. First brewed in 1888, the new design blends Foster’s heritage with its position as a laid back, effortless, refreshing choice within today’s UK off-trade market. We’re really excited for both retailers and shoppers to engage with our new design and we’re ready to inspire some Aussie flair in stores this summer and beyond.”

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