The beer will be paying homage to its heritage by rebranding its founts, glassware and POS, which will be rolling out across UK pubs and bars from this month (May).
Foster’s agreed a sponsorship deal last year with the Professional Darts Corporation (PDC) allowing it to be be positioned at massive events like the legendary World Darts Championship and the Premier League Darts series.
The recognisable new visual identity will appear across the on-trade at multiple consumer touchpoints, including bar founts and lenses, branded glasses, and new POS.
Classic lager
Foster’s has an 3.7% ABV and the lager brand is available across the on-trade in 50L and 100L kegs.
Heineken UK senior brand manager Zach Jordan said: “This redesign 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 on-trade market. We’re really excited for both operators and consumers to engage with our new design and we’re ready to inject some Aussie positivity back into the bar.”
Drive footfall
To celebrate the roll out of the rebrand, Foster’s is launching a brand new digital game to help drive further footfall and rate of sale.
Consumers will have the opportunity to win a daily reward of a £180 bar tab or the ultimate prize – four tickets to the 2025 PDC World Darts Championship. Directed to the Foster’s website via POS in outlet or through social ads, participants will upload a photo of their Foster’s pint to be in with the chance to play the ‘Down Under Darts Club’ game and win big.
Classic lager remains the largest beer category (according to CGA), responsible for one in three pints of lager sold across the on-trade and successfully delivers 50% more sales to an outlet than premium lager brands.
