Australia: Foster’s intending increasing sales in Australia
The Foster's Group Ltd looking to boost sales of its flagship beer in one of its toughest markets - its own backyard. Foster's said it hoped to rejuvenate its global success story - Foster's beer - at home, and turn it into the "Crown Prince" of its brands, according to Asia Pulse as of September 21.
During the next 12 months, the company will invest eight to 10 % of revenue in its brands, with a focus on the flagship beer brand as well as a relaunch of the Rosemount wine brand. Foster's acquired wine giant Southcorp - whose brands include Penfolds, Rosemount Estate, Lindemans and Wynns - for $3.2 billion in May.
Foster's Brewing International managing director Rick Scully said the group would be looking to relaunch the Foster's beer brand in Australia during the current financial year. Around 100 million cases of Foster's beer is currently sold globally per year, with just 10 million of those in Australia.
"We want to fix that, it won't happen overnight, but it will be a quality exercise not a quantity exercise," Mr Scully said.
He said sales of the group's other leading beers including Victoria Bitter and Carlton Draught would not be threatened by any rejuvenation of Foster's beer in Australia, which would be at the high end of the market.
"It's got to find its rightful place and it probably should sell for a higher price, it should be positioned as really slick packaging instead of Australia's traditional packaging and take on more of an international look and feel."
Foster's also said today it would relaunch its Rosemount brand in the 2006/07 and return it to its former glory.
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