15 October, 2004

Australia, Melbourne: Australia's largest brewer, Foster's Group Ltd, aims to spruce up the image of its flagship beer in a bid to make it the world's fifth best-selling international lager within three years, according to Reuters.

Currently ranked seventh, according to the company, sales of Foster's lager in more than 150 countries have outpaced a weak global beer market as it builds a profile based on the image of an Australian “no worries” lifestyle. But the head of Foster's Brewing International division, Richard Scully, said the company could do more to emphasis the quality of its beer.

It is rolling out new technology to ensure that its beer is poured colder and with a more perfect frothy head, and has brought in new packaging and handling rules to boost quality. “They (consumers) assume that Australia is big and hot with a lot of thirsty people and a lot of beer is consumed. Therefore, the beer must be good,” Scully told Reuters. “We have done a good job on the emotional side, but may have underdone the rational side.”

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