Heineken UK is introducing a new variant for Foster’s.
Foster’s Proper Shandy (3% ABV) is available across the grocery, wholesale, and convenience channels in 440ml packs of four and ten. Looking to tap into the macro consumer trend of nostalgia, by offering a classic and much-loved British serve in a convenient format, Kantar data found that
Shandy and Lager Top account for 4.5% of all serves in the On Trade.
Billed as the first innovation within the classic lager category for decades, the 3% ABV also looks to cater to adults who say they want to moderate their drinking.
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.
Marketing manager for Foster’s at Heineken UK Richard Barnes, said: “We are thrilled to be launching Foster’s Proper Shandy to the Off Trade, delivering something brand new into classic lager and reigniting 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. 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.”