Foster’s Proper Shandy revives traditional lager segment

Heineken UK is introducing a brand-new variant from Foster’s by offering a classic and much-loved British serve in a convenient format.

Foster’s Proper Shandy (3% ABV) is available across the grocery, wholesale, and convenience channels in 440ml packs of 4 and 10.

The shandy and lager top account for 4.5% of all serves in the On Trade (source: Star Pubs & Bars EPOS FY 19) – more than 193 million pints – and Foster’s Proper Shandy will enable consumers to enjoy a consistent quality shandy serve at home.

The introduction of Foster’s Proper Shandy also marks the first innovation within the classic lager category for decades, aiming to reignite the category and encourage exploration from consumers.

Alongside this, the 3% ABV caters to the two-fifths (40%) of adults who say they want to moderate their drinking (source: Kantar | Alcovision | Data to 31st May 2023), providing an option for those low tempo, relaxed socialising and unwinding occasions.

Richard Barnes, marketing manager – Foster’s at Heineken UK, notes the launch delivers a brand new entrant into classic lager and reignites interest in the category – not only for existing drinkers, but also to help recruit new ones.

“Foster’s is such a well-known, trusted brand and there was a clear gap in the market for a quality shandy in a convenient format and at an affordable price,” Barnes comments. “Coupled with the growth of moderation, as well as the growing nostalgia trend, Foster’s Proper Shandy taps perfectly into these moments too. We look forward to seeing how the innovation performs.”

Foster’s Proper Shandy will be supported by a disruptive marketing campaign, including TV, digital and OOH advertising, making the launch unmissable to shoppers this spring and beyond.

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