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"Foster&amp;#39;s Lager, the Australian brew, the UK&amp;#39;s second largest selling beer and the sixth largest selling imported beer in the US, has been re-launched in its home market where sales have been languishing.Despite international sales of 100m cases a year, Foster&amp;#39;s Lager has suffered a massive slump in Australia in the past decade, falling from 17% market share in the late 1980s to a mere 1.7% today, lagging well behind market leader, Foster&amp;#39;s Victoria Bitter (VB) which commands a 27% market share.Foster&amp;#39;s sponsorship of the Sydney Olympic Games, starting in a fortnight, is being used to back the re-launch, which is targeted at 18-30 year-olds.&amp;#39;We aim to focus the appeal of Foster&amp;#39;s on a new generation of consumers,&amp;#39; said Paul Kennedy, Vice president of Marketing for Foster&amp;#39;s Australian arm, Carlton &amp;amp; United Breweries.He said that young drinkers were believed to be receptive to Foster&amp;#39;s international credentials and its heritage - it was first brewed in 1888.The neck label would carry the words &amp;#39;export quality&amp;#39; and the tag-line &amp;#39;Australia&amp;#39;s classic lager since 1888&amp;#39;.Promotion, which began last weekend with a multi-media advertising campaign, is taking in Australia&amp;#39;s biggest sporting season - last weekend&amp;#39;s and this weekend&amp;#39;s national football finals, the Olympic Games, the Melbourne Cup horse race and international cricket.Foster&amp;#39;s aim with the beer, which is packaged in 355ml long neck bottles, is to claw market share from Toohey&amp;#39;s Extra Dry, one of the products that helped Lion Nathan take half a percentage point from Foster&amp;#39;s overall market share in 1999-2000."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.just-drinks.com/news/fosters-to-stoke-the-home-fires_id74339.aspx>