FOSTE

R’S
BEER

Jayesh V
Kotekar
02RRC05025
M.S.R.C.H.M
 HISTORY OF
BREWING IN
AUSTRALIA
The first recorded details of brewing were by Mr. John

Boston, arrived in 1794.

The beer was a poor product and production soon

ceased.

In 1835 Kent brewery opened with trademark of “White

Horse” of Kent.

John Warren built South Australia’s first brewery 1836

Adilaide

Western Australia’s first brewery was established in

Perth, in 1837.

Melbourne’s first brewery was established in 1838.

The first brewery in Queen’s land was established in

1860.

Early production in Australia was based on English

method of “Top fermentation”.

Soon the “Top fermentation” was replaced by “Bottom

fermentation” in 1888 by Fosters Brewing company.
History Of The Carlton
United Breweries
(CUB)
• In 1886 two brothers W.W and R.R. fosters stepped
off the boat in Melbourne from New York City.

• Invested £48000 to build Melbourne’s most modern

Brewery in Collingwood.

• The brewery was designed to brew Australia’s first

bottom fermented lager, a crisp refreshing beer style.

• The first Fosters’ lager prototype was brewed in

November 1888.

• Just as the brand was beginning to establish itself, for

some inexplicable reason the brewery was forced to
close

• Fosters sold the company to a Melbourne Syndicate

and returned to the U.S.

• Fosters won the first prize in the centennial exhibition

of International Brewing

• In 1899 Fosters Exported its first beer in a shipment.

 The Carlton United
Breweries
• Competition in the market with other breweries in
1907.

• The company decided to amalgamate and Carlton and

United Breweries proprietary Ltd (CUB) was formed
on 8th May 1907.
McCracken's City
Brewery Limited
Victoria Brewery
Carlton Brewery
Castlemaine Brewery
Shamrock Brewing and
Malting Company
Foster Brewing
Company

• By 1910 to 1911 Fosters lager sales had increased by

an outstanding 83.8% and the brand never looked
back.
 MARKET
SEGMENT
Foster’s In India
• Fosters is the first foreign brewery to establish
operations in India located at “Foster’s India Ltd
M-99, MIDC, Waluj, Aurangabad ”

• Invested a $ 20 million into an 18 million brewery

located in Aurangabad

• Production commenced in June 1998.

• Fosters has the second largest share in the Mumbai

City.

The Product
• It’s a light beer category. It is by definition extremely
light in colour & body & mild in flavour

• Developed using innovative process of ultra high

gravity brewing
 Growth Of
The CUB

• In 1972 all brand importers started importing Fosters

to the U.S.

• In 1976 the CUB sent one million cans to New York.

• New touch to the Fosters in 1993.

• Now it is the third largest selling International beer

brand.

• It is the third most widely distributed beer with

distribution in over 156 countries.

• Foster’s is brewed in nine countries across four

continents.
 Immediate
Competitors

• UB is the major competitor for the Fosters

• It has 40% market share.
• The company is focussing in strong beer.
• The market is now skewed towards strong beer
with more than 60% of market.

• Shaw Wallace - Royal Challenge Premium Lager,

Haywards 2000 Premium Lager, Haywards 5000
Super Strong, Hi-Five and Lal Toofan.

• South African Breweries India Ltd. - Knock-Out,

Continental and Three Lions.
 FOSTERS
BEER
• Goal of Fosters stated by Pradeep Gidwani, Managing
Director, Foster’s India Ltd. “We want to establish
Foster’s as an international premium lager beer”.

• 70% of the Fosters sales come from pint size market.

• In 2000 notched up sales of Rs. 25 crore with around

1.58 million cases sold.

TARGET AUDIENCE
• First time drinkers

• Younger crowd

• College /Office going youths

• Maharastra is the highest consumer of beer

• In world wide spirits to beer ratio is 1:7. In India it is

7:1
 Liters Per Person – Beer in comparison with
other Liquids

60

50 Beer
Bottled Water
40 CSDs
Coffee
30
Distilled Spirits
20 Fruit Beverages
Milk
10 Tea
Wine
0
2000 2002 2004

USP OF FOSTERS BEER

•The Indian pallet and food is more associated with beer.
This beer combines nicely with Indian food.

•Has 38 calories per 100 ml which is very less compared

to other like red wine 75 cal./100 ml, Champagne 70
cal/100 ml.
 IMPORTANCE OF BRAND NAME

• Fosters only suggestion with regard to the brand name

is that it should capitalise on the brand heritage which
it enjoys

• Fosters Lager is the international flagship brand for the

Foster Group.

IMAGE OF THE BRAND

• Beer as a product has been confined to form 5
categories of dominant appeals.
UK DL India

Friendship - 50% 50%

Sex 55% - -
Sport 22% 16% 10-
Tradition - - 30%
Relaxation 22% 33% 10%

• Fosters product gels well with the friendship image

• Ideal for image as sports person.

• It sponsors to formula I grant prix from 1986.

 THE
STRATEGY
• Launch the product first time in Maharastra

• Moved on to Goa Pondicherry A.P. Delhi Karnataka

• Concentrate on sponsorship and other promotional

activities like cricket and F1 racing.

• Online facilities for promoting and facilitating the

sales of the product.
• Company’s strong marketing initiatives
• Awards & Achievements

Style : Full Strength Lager

Alcohol : 4.9%
Carbs : 3.1 grams/100ml

Energy : 158 kilojoules/100ml or 40 al/100ml.

Standard : 1.4 per 375ml, 3.1 per 800ml

Available : 330 ml, 650 ml bottles.