HEINEKEN has unveiled a new look for its premium bottled lager, Foster’s Gold. The refreshed packaging has been created to improve visibility and fridge standout and boost pub sales. Exclusively available to on-trade customers from March, the new bottle, features the addition of a belly-band in Foster’s signature blue and will be supported by new POS materials created to command consumer attention and drive sales. The new bottle will be accompanied by POS support across a range of materials from bar mats to posters and staff T-shirts. The focus on the brands premium offering continues with the strapline “Pure Gold” running across all support materials.
Andrew Turner, Category & Trade Marketing Director at HEINEKEN, said, “Responding to customer feedback, we have redesigned the Foster’s Gold bottle to improve visibility and consumer engagement and boost sales. With so many brands competing for attention in the packaged lagers segment, fridge stand out is crucial to brand success. We will continue to support Foster’s Gold across TV and outdoor advertising, digital and online communications and multi-channel trade activation to further encourage trial and drive penetration.”
Foster’s Gold is primarily aimed at 18-34 year old males who are happy to pay a premium price for a drink they feel comfortable enjoying in mixed groups, such as formal nights out and parties.