Exclusively available to on-trade customers from March, the new bottle sees the addition of a belly-band in Foster’s signature blue.
It will be supported by new point-of sale materials from bar mats to posters and staff T-shirts, continuing with the strapline “Pure Gold”.
The new look follows a study by HUK Research that found that 45% of consumers admitted that they did not know what they would order until they got to the bar.
Andrew Turner, category and trade marketing director at Heineken, said: “Responding to customer feedback, we have redesigned the Foster’s Gold bottle to improve visibility and consumer engagement and boost sales.
“With so many brands competing for attention in the packaged lagers segment, fridge stand-out is crucial to brand success.
“We will continue to support Foster’s Gold across TV and outdoor advertising, digital and online communications and multi-channel trade activation to further encourage trial and drive penetration.”
Foster’s Gold, at 4.8% ABV, is a crisp, clean chill-filtered premium bottled lager primarily aimed at men aged 18 to 34 to enjoy when out with friends and colleagues.
Heineken’s portfolio of bottled beers is outperforming the premium packaged lager subcategory, growing at 24.3%, according to research company CGA.
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