Heineken hopes to tap into a growing nostalgia trend and an increase in consumers looking to cut back their drinking with the launch of Foster’s Proper Shandy.
The new 3% ABV brew is available now in 440ml packs of four and 10, with RSPs of £3.75 and £9.25 respectively.
The launch targets the two-fifths (40%) of adults who say they want to moderate their drinking and comes at a time when shandy and lager top account for 4.5% of all serves in the on-trade.
Foster’s Proper Shandy will be supported by a marketing campaign that includes TV, digital and out-of-home advertising.
Richard Barnes, Marketing Manager – Foster’s at Heineken, commented: “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.”
