Australia: Foster's launches two new brews under its flagship Crown Lager label

Beverage giant Foster's has moved to cement its position as market leader in the high-growth premium beer segment, launching two new brews under its flagship Crown Lager label, The Australian posted October 10.

The new beers, a European-style Pilsner and a mid-strength Crown Gold, are the first extensions of the Crown brand since it was first brewed in 1919, with Foster's previously wary of altering the formula that has made Crown Australia's top-selling premium beer with a 25 per cent market share.

Crown was originally available only to dignitaries and diplomats at Australian embassies until 1953, when it was launched into the mass market to mark the coronation of Queen Elizabeth II.

The new 5.4 per cent alcohol Crown Pilsner, which has so far been slated for a limited production run of just 10,000 cases, will only be available in selected bars and restaurants and will sell for $1-$2 more per bottle than Crown Lager.

Crown Gold, at 3.5 per cent alcohol, will be more broadly available, being sold in bottle shops, but distribution will be limited to Western Australia, Queensland and northern NSW - the biggest markets for mid-strength beer, a segment currently dominated by archrival Lion Nathan's XXXX Gold, with a market share of about 56 per cent.

Brewers are increasingly focused on premium and mid-strength beers, which are growing by 12 and 9 per cent annually - more than double the 4 per cent growth being seen across the beer segment as a whole.

Drinkers of full-strength beers are no longer faithful to one brand, preferring to imbibe a number of different brews, increasingly from the top shelf. Meanwhile, the low-alcohol beer market is shrinking as the fuller taste of mid-strength beer wins customers over.

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