Foster’s has undergone a major brand overhaul in a bid to reverse sales declines.
The Heineken UK-supplied brand has rolled out a refresh across its core 3.7% abv Lager and 3.0% Proper Shandy variants.
The rebrand – which bears similarity to Foster’s packaging seen in the UK in late 1990s and early 2000s – would pay homage to the brand’s “roots and playful Aussie charm”, said HUK.
It features Australian symbols including the stars on the country’s flag and a red kangaroo, as well as reintroducing the use of the phrase ‘Amber Nectar’ to describe the brew. It will appear on packaging across all SKUs in the Foster’s range, including 4x440ml, 10x440ml and 18x440ml multipacks.
Foster’s has seen sales slide in consecutive years in the UK, as shoppers have moved away from mainstream brews towards more premium options. Last year, the brand lost £34.1m on volumes down 12.6% [NIQ 52 w/e 7 September 2024].
The decline has accelerated further in the past 12 months. Foster’s sales are down in double digits in both volume and value, data compiled for The Grocer’s Britain’s Biggest Alcohol Brands report 2025 will next month show.
Foster’s still accounted for 17% of all off-trade lager sales in the UK, and contributed £255m in annual sales value in 2024, HUK noted, citing NIQ data. Proper Shandy – which launched in February 2024 – was now worth £9.3m, it added [NIQ 52 w/e 26 April 2025].
“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,” said Zach Jordan, senior brand manager at HUK. “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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