A new look for Foster's aims to tell the story of its Australian heritage and refreshing flavour, said brewer Heineken.

Rolling out in the on-trade next month (April) the newly designed fonts will be accompanied with new glassware and boosted with a campaign in May.

 

 

FostersRedesign

 

"The beer category has changed significantly in recent years but the fact is Foster's remains one of the top-selling beer brands in the country, much loved for its refreshing taste and Australian personality," said Ifeoma Dozie, mainstream beers director at Heineken.

"Today's consumers however are increasingly interested in heritage and authenticity - they want to know where brands come from and the history. Foster's has a fascinating story to tell, so there's a real opportunity for the brand to connect with consumers looking for refreshment."

The May campaign will continue the brand's partnership with the English Cricket Board, which began last year, to coincide with the start of the season.

It is the latest of the mainstream lager brands to get a redesign as the category looks to attract younger drinkers lost to craft.

In the last few months both Carlsberg and Carling have also gone for new designs.

Last month Heineken also made a foray into the modern craft beer category, with the launch of new brand, Maltsmiths.