UK: S&N plans to launch fruity Foster's
Scottish & Newcastle has revealed plans to extend the Foster's lager stable just a week after gaining full control of the brand in Europe.
The UK's largest brewer plans to launch the citrus-flavoured Foster's Twist immediately after this summer's FIFA World Cup.
A spokesman for S&N UK told just-drinks today (18 April) that the plans had yet to be finalised but said the company would back the launch with a multi-million pound marketing campaign.
Last week, S&N paid GBP309m (US$547.4m) for the rights to the Foster's brand in Europe, Russia and parts of the CIS. S&N chief executive Tony Froggatt said the company now had more freedom to develop new products after spending a decade brewing Foster's under licence in the UK and Europe.
"Under the licence, we were forced to have their approval if there were any changes in the brand or technology or a move to a new brewery," he said. "That now all gets swept away, and we will have much more flexibility and speed to drive new ideas and concepts."
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