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International Foster's Lager now in New Zealand

Get a taste of this - International Foster's Lager now in New Zealand

When beer drinkers down a drop of Foster's Lager this month they are in for a pleasant surprise. The great Foster's taste that has made it the world's fastest growing international beer brand , is now available in New Zealand.

Foster's International New Zealand is set to strengthen its position in the premium beer category with the launch of the full strength 4.9 per cent alc/vol international Foster's Lager.

And in a related move, the marketing of all Carlton & United Breweries brands in New Zealand is in the process of changing to a different operating division, Fosters International (NZ) Limited.

According to Andrew Bonner, Vice President of Foster's International New Zealand, the moves signal an important and renewed commitment to the market on this side of the Tasman.

"We're serious about New Zealand and we're committed to meeting the needs of the premium beer market," Mr Bonner says. "We will be focused, aggressive and successful."

The Foster's International Lager formula is one that has earned the brand worldwide success.

"Foster's Lager is sold in more than 140 countries and is one of the world's most recognised global brands," Mr Bonner maintains. "It's a taste enjoyed by beer drinkers around the world and our research shows that Kiwis, too, like a full-strength beer.

"The premium category is the fastest growing segment in the New Zealand beer market and the international Foster's Lager is perfectly positioned to capture a larger slice of that category," Bonner said.

Foster's Lager is the world's third most widely distributed international beer brand and has consistently recorded annual double digit international sales increases and worldwide growth of more than 60 per cent during the last five years.

"Global sales are more than 800 million litres a year. Many Kiwis recognise the international flavour from their travels overseas.

"Foster's is by far the biggest selling beer in London. It is also the 6th best seller throughout the whole of Europe, and the leading non-European beer in Germany. It is also the sixth largest imported beer in the USA," Bonner said.

"The launch of the international Foster's Lager consolidates its position as a premium international brand in this market and provides an opportunity to further extend its growth in the world market. It indicates our commitment to driving further growth in the premium segment of the market," he said.

The launch of the new Foster's Lager in New Zealand coincides with the signing of an agreement with the New Zealand Olympic Committee. The agreement extends Foster's exclusive rights as the Official Beer of the Sydney 2000 Olympic Games.

"This enables Foster's to initiate a promotional programme in New Zealand to provide big incentives for customers to participate in the celebration of the Olympic Games," Mr Bonner said.

Foster's is also the Official Beer of the Sydney 2000 Olympic Games in Great Britain, Middle East (UAE) and Bermuda in addition to Australia, and it is an Official Supporter of the Vietnamese Olympic Team.

The launch of the full strength Foster's Lager in New Zealand is supported by Cannes award winning TV advertising and a print advertising campaign starting later this month which reinforce the brand's position as a premium international beer.

The new 4.9 per cent alc/vol Foster's Lager is available in a new 330mL long neck bottle and a new 375mL can in 24 packs and 6 packs across New Zealand from early August.

ends

Issued by 141 Palace Plus for Foster's International New Zealand

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