A premium version of Foster's is being launched - but it won't be found in pubs and bars.
The new variant, Foster's Gold, will hit the off-trade on 18 July but brand owner Heineken UK insists it has "no plans to introduce this product into the on-trade."
The beer is a 4.8% ABV, chill-filtered lager, which will come only in bottles. It is aimed at 18 to 34-year-old men, who want something more sophisticated than a can, particularly when women are around, said the company.
It will be backed with a multi-million pound campaign, including TV ads and outdoor posters.
"Foster's Gold will represent Heineken UK's biggest product innovation to date," said the company.
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