The brand’s new visual identity aims to reaffirm its position within the ‘classic lager’ category, while also helping retailers tap into the growing consumer preference for “familiar, timeless favourites”.
The design celebrates “everything consumers love about the iconic brew” and features Australian symbols such as the stars on the flag and a red kangaroo, while also reintroducing the use of the ‘Amber Nectar’ label.
The updated visual identity will appear on packaging across all SKUs in the brand’s core range, including 4x440ml, 10x440ml and 18x440ml multipacks of the signature ‘Foster’s (3.7% ABV)’ lager and the ‘Foster’s Proper Shandy (3.0% ABV)’.
The updated packaging will be rolled out across the grocery, wholesale and convenience channels throughout this month.
According to Nielsen data, the Foster’s brand owns a 32.3% share of the classic lager market, which is worth £790 million in the off trade and accounts for 17% of all lager sales.
In addition to the rebrand, Foster’s revealed a new sponsorship deal with the Professional Darts Corporation last year, with the brand visible throughout the 2025 World Darts Championship and the Premier League Darts series.
The Foster’s brand in UK is owned by Heineken, which has a portfolio that also includes Strongbow, Cruzcampo, John Smith’s, Inch’s Cider, Amstel, Birra Moretti and Old Mout. Heineken UK is headquartered in Edinburgh, having recently opened its new offices.
“This redesign of Foster’s aims to strengthen the brand’s foothold in the Classic Lager category,” said Zach Jordan, senior brand manager at Heineken UK.
“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 off-trade market. We’re really excited for both retailers and shoppers to engage with our new design and we’re ready to inspire some Aussie flair in stores this summer and beyond.”
