Foster's is set to enter the premium draught lager market with the regional launch of Foster's Amber.
Following a successful trial period in 50 pubs, Amber will initially be available at 1,000 selected outlets in the company's Courage trading region in the South of England and Wales. It will be sold alongside original standard strength Foster's and the Scottish Courage flagship premium lager Kronenbourg 1664.
The latest addition to the Foster's stable is served at three degrees celsius with a 4.7 per cent ABV, making it stronger and colder than its sister brand. It is also brewed using extra nitrogen, which reduces fizz, in an effort to make it easier to drink.
John Botia, brands director of lagers at Scottish Courage, explained the strategy behind the launch: "Amber is aimed at the slightly older, more discerning and mature (25+) lager drinker who enjoys 'chilling out' midweek or at the weekend with a small group of friends.
"An opportunity exists for a third lager on the bar, but it must clearly differentiate from the first two. Foster's Amber has been specifically created to fill the gap between the more serious premium draught lagers and the weaker branded non-lager drinks."
A £500,000 radio and press advertising campaign will accompany the launch of Amber, using the strapline, "Hey, take it easy on the Amber", continuing the brand's association with Australia and a more laid-back approach to life.
Amber will be poured from a gold and blue stand-alone font with an in-built cooling system, and will be priced as a premium lager.
Botia added: "Amber not only takes Foster's into the fastest growing sector in the market, but also consolidates the Foster's 'superbrand' status. It adds real value to the trade as it clearly differentiates from other draught lagers"