Foster’s has unveiled two new spirit-flavoured beers.
Spiced Rum and Classic Rum will be the first flavours in the new ‘Foster’s Rocks’ brand extension and will be available from August, launching in time for the Bank Holiday weekend.
The new beers are inspired by 19th century Australian rum traders from New South Wales, who weathered storms to keep supplies flowing.
Available in 440ml cans in packs of four (rrp £4.50) and 10 (rrp £11), brand owner Heineken is confident Foster’s Rocks will continue to drive the lager category, making it even more popular amongst 18-24 year olds.
The launch will be supported by a £2m marketing and sampling campaign.
Martin Porter, Off-Trade Managing Director at Heineken UK, said: “The launch of Foster’s Rocks follows the unprecedented success of Desperados, the original spirit flavoured beer. At Heineken, we know how to create innovation that has value for our customers. We already lead the market with spirit flavoured beer, and with Foster’s Rocks, we anticipate expanding this category with a beer consumers want to be seen with.”
