14 June, 2006

UK: Scottish & Newcastle launches Foster’s new citrus-flavoured bottled lager

Scottish & Newcastle UK (S&N UK) has announced the official launch of its new Foster’s Twist lager, The Publican posted June 14.

The 4.5 per cent bottled beer is brewed with citrus hops to create a citrus aftertaste and is aimed at men and women in their twenties.

The launch, which was originally revealed by The Publican in April, will be backed with a £6 million support package, including TV advertising from September.

Phil McTeer, Foster’s brand manager, S&N UK, said: “We have an opportunity to widen the appeal of the brand and the lager category as a whole with the launch of Foster’s Twist. Consumers are increasingly looking for beers that are lighter and easier to drink but can still deliver on taste and refreshment.”

This is the first launch by the brand since S&N paid £309 million to the Foster’s Group in Australia for the Foster’s trademark throughout Europe.

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