Foster’s, the iconic Classic Lager, has announced the launch of a ‘ripper’ new look. Rolling out across UK pubs and bars from May, the bonza rebrand pays homage to its roots and playful Aussie charm.
Following last year’s announcement of the exciting new sponsorship deal with the Professional Darts Corporation (PDC), Foster’s has brought even more buzz to one of the fastest-growing sports in the UK. Positioned at massive events like the legendary World Darts Championship and the Premier League Darts series, the recognisable but reenergised visual identity will appear across the on-trade at multiple consumer touchpoints, including bar founts and lenses, branded glasses, and new POS.
The revived branding reaffirms Foster’s position as a distinctive and confident choice within the category, tapping into a growing consumer preference for familiar, timeless favourites. Classic Lager remains the largest beer category, responsible for one in three pints of Lager sold across the on-trade[1]. Delivering an affordable pint for the cost-conscious drinker, Classic Lager successfully delivers 50% more sales to an outlet than Premium Lager brands[2]. Foster’s is synonymous with Classic Lager and continues to be a consumer favourite on the bar.
By blending the light amber golden colour with medium malt character and vanilla notes, Foster’s creates a delicate and balanced aroma of fruit hops. With an ABV of 3.7%, the lager brand is available across the on-trade in 50L and 100L kegs.
Zach Jordan, Senior Brand Manager at HEINEKEN UK, comments: “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.”
To celebrate the roll out of the rebrand, Foster’s is launching a brand new digital game that is set to 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.
[1] CGA OPM MAT to P03 2025
[2] CGA OPM MAT to P03 2025
