This article contains paid-for content in collaboration with Foster’s.
Classic lager is the on-trade’s biggest drinks category, accounting for 37% of all lager consumed in pubs and bars[1]. With a volume rate of sale more than double that of premium lager[2], demand for mainstream lager brands with high throughput remains strong. Adding weight to the category, Foster’s is pumping millions of pounds into its first major ATL and BTL marketing campaign in four years[3].
This summer, its new campaign brings iconic Aussie duo Brad and Dan back to the nations’ screens to remind consumers to choose Foster’s at the bar, while pubs will benefit from distribution support including AV equipment and Foster’s branded point of sale, by simply having the brand available on the bar.
It goes without saying that one of the most notable changes since last summer is cost-of-living increases. As a result, 40% of consumers say they are going out less frequently[4]. Almost eight in 10 consumers say inflation is impacting their on-trade visits in some way[5].
While the headlines claim alcohol spend has reduced, that’s not the whole story. Although many consumers have reduced their total alcohol spend, alcohol does remain a cost-effective treat, especially beers at more accessible price points such as Foster’s, when compared with more expensive pleasures.
Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director, reflects on this, saying “More than ever, we’re seeing a greater emphasis on ‘smart spending’, meaning consumers are increasingly looking for value for money. Beer is benefitting from this, as the pint offers greater value for money than smaller serves[6].”
Foster’s new campaign aims to bring the classic lager category front of mind for consumers, and maintain its high-volume ROS[7], promoting Foster’s as a key sales driver even amid the economic turmoil. The campaign will remind consumers that Foster’s is always a ‘good call’, providing them with a refreshing beer at an accessible price point.
Even more so in the current economic climate, consumers seek brands that are well-known, and trusted such as Foster’s. Recent research shows consumers have repertoires, with two-thirds of beer drinkers tending to stick to one or two preferred brands[8]. Over half of these revealed that they preferred the reassuring experience of a drink they know and like rather than taking the risk of experimenting with something new[9]. Foster’s guarantees customers a great experience at an accessible price, meeting the demands of those looking to control their spending without sacrificing enjoyment or a quality experience.
Classic Lager. Good Call.
- Money for on-trade visits is being ringfenced by consumers looking for enjoyment.
- Consumers will look for deals and ways to save on alcohol spend, for example choosing cheaper drinks such as classic lager.
- Foster’s provides the perfect accessible price point for consumers to enjoy a beer with their friends.
Operators interested in stocking Foster’s can find out more here.
[1] CGA Strategy October 2022
[2] CGA Path to Purchase 2021
[3] CGA Strategy October 2022
[4] CGA Cost of Living Consumer Pulse (1,030 UK&I Consumers) November 2022
[5] Toluna Survey, 19th December 2022, N=363
[6] Toluna Survey, 19th December 2022, N=363
[7] CGA Path to Purchase 2021
[8] KAM Media Heineken online consumer survey February 2023
[9] KAM Media Heineken online consumer survey February 2023
