Heineken UK has announced the launch of a new lower-alcohol addition to its Foster’s range of beers – Foster’s Proper Shandy.
The launch of Foster’s Proper Shandy has been timed to help retailers tap into the macro consumer trend of nostalgia by offering a classic British serve in a convenient format.
With shandy and lager tops accounting for 4.5% of all serves in the on-trade – more than 193 million pints, according to Heineken – Foster’s Proper Shandy aims to provide consumers with a consistently high-quality shandy serve at home.
The introduction of Foster’s Proper Shandy also marks what Heineken is calling the first innovation within the classic lager category for decades, aiming to encourage exploration from consumers.
According to global data company Kantar, around 40% of adults wish to moderate their drinking. Proper Shandy is designed to cater to these consumers with a lower 3% ABV.
Richard Barnes, marketing manager for Foster’s at Heineken UK, commented: “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.”
Foster’s Proper Shandy is available across the grocery, wholesale and convenience channels in multi-packs of either four or ten 440ml cans.
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