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AUS: Foster's looks to grab premium Crown

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Foster's Group is looking to up its presence in the premium beer category through the launch of two additions to its Crown Lager stable in Australia.

The multi-beverage company confirmed today (10 October) that it will release Crown Pilsner and Crown Gold in its domestic market this month.

Crown Pilsner will be limited to a 10,000 nine-litre case run exclusively for the on-trade. Crown Gold, meanwhile, will only be available, albeit permanently, in the three northern states of Western Australia, Queensland and New South Wales. The two beers have abv's of 5.4% and 3.5% respectively.

"Crown has a magnificent position as Australia's favourite premium beer, with around 25% market share in the segment," a spokesperson for Foster's told just-drinks today. "This is the first extension to what is a popular and well-known brand in Australia."

Crown Lager was initially brewed exclusively for dignitaries abroad in 1919 and later released to the public to celebrate the 1954 Australian tour of the recently-crowned Queen Elizabeth II.


Sectors: Beer & cider

Companies: Foster’s Group Ltd

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