Carlton & United Breweries (CUB) will boost production of one of Australia’s most iconic beers, Foster’s, by 300 per cent in the coming months.
CUB head of classic brands Hayden Turner said COVID-19 has caused tough economic circumstances for many Australians, with CUB increasing production of the recognisable brand and launching a 30-can slab that will be competitive with affordable rivals.
“The COVID-19 pandemic has led Aussies to embrace nostalgia and yearn for simpler times,” said Turner.
“Foster’s is an iconic brand Australians know and trust so it is really no surprise drinkers have told us they want more. We’re confident Foster’s can continue to grow again and develop a strong following like Melbourne Bitter and Reschs have done recently.”
Foster’s was first made available to the public in February 1889, and developed by Irish-American brothers William M. and Ralph R. Foster who arrived in Melbourne from New York in 1886.
It among of the first beers to pioneer cold beer and continues to be brewed at Melbourne’s Abbotsford Brewery today.
The brand also gained popularity in the 1960s in the UK by comedian Barry Humphries, and in the 1980s by Paul Hogan, who fronted the Foster’s ads.
Carlton & United Breweries ranked in at #9 in the Top 100 Food & Drink Companies 2020 report.
