Magazine article Marketing

Foster's Amber in 1000-Pub Roll-Out

Magazine article Marketing

Foster's Amber in 1000-Pub Roll-Out

Article excerpt

Scottish Courage is planning the roll-out of its new Foster's Amber premium draught lager brand following a successful six-month trial in 50 bars.

The brand, which is the UK's first new premium draught lager since Carling Premier launched in February 1995, will be rolled out to 1000 pubs in Foster's heartland, the south of England and Wales, during October.

Scottish Courage also has plans to extend the brand into off-licences within six to 12 months.

Aimed at older, more discerning drinkers who want to 'chill out' with a rewarding pint, Foster's Amber will be supported by a [pound]500,000 advertising campaign by retained agency M&C Saatchi, using the strapline 'Take it easy on the Amber'.

The campaign consists of four radio ads, outdoor posters and in-pub promotional activity.

With 4.7% abv and a guaranteed serving temperature of 3[degrees]C, the new lager will be "smoother, colder and stronger" than the standard Foster's, said Scottish Courage brands director John Botia. …

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