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HEINEKEN UNVEILS LATEST INNOVATION FROM FOSTER’S

HEINEKEN, the UK’s leading cider and beer business, has announced the launch of Foster’s

Radler, an exciting, new 2% ABV Foster’s lager cut with natural lemon juice.

Foster’s Radler combines the famous refreshment values of Foster’s lager with the natural

refreshment of lemons, creating an easy-drinking lager ideal for occasions where consumers

want something lighter.

The latest production from the HEINEKEN innovation pipeline, Foster’s Radler is being

launched as part of a plan to harness the power of the Foster’s equity in 2013 to reinvigorate

the lager category - and lead the development of a new mid-strength moderation category

which HEINEKEN believes could represent a £300 million category growth opportunity.

Radler –style beers already enjoy significant success in several European countries and

Foster’s Radler will bring the drink concept to UK drinkers from early March 2013, meeting a

growing consumer need for a lighter, more refreshing beer sought on moderate drinking

occasions.

The origin of Radler beers

Taking its name from the German word for “cyclist”, Radler is a beer-based drink proposition

dating back to the 1920’s when cyclists would drink the mixed beer in the mountains when

stopping for a rest. Fuelled by this authenticity and heritage, Radler has grown across

Europe, where national mainstream lager brands have introduced variants in Belgium,

Poland, Hungary, Austria and Croatia. Radler style beers have attracted 30% more new

drinkers to the lager category across Europe.

Foster’s Radler’s stylish label and clear glass 300ml bottle communicate the product and

proposition by highlighting the refreshment cues and premium nature of the brand. Available

in 4-, 6- 12 and 15 -packs, new Foster’s Radler will be ranged alongside mainstream

premium lager, next to Foster’s Gold. Prominent in-store, display, including gondola ends for

4- and 6-packs will drive stand out and encourage product trial.

Gayle Harrison, Brand Director- Foster's at HEINEKEN UK, said: “Foster’s Radler is a

refreshingly different cloudy lemon beer with a taste that shoppers and consumers will seek

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out and love. It offers retailers a top quality product from a brand that consumers know and

trust.

“Our research showed that ‘moderation options’ are missing the opportunity to satisfy the

demands of a growing number of drinkers who are currently unable to find a beer product with

a lower alcohol content that delivers maximum taste and refreshment.

“Radler -style products brought new consumers to the mainstream lager sector in Continental

Europe and contributed to growth of the lager category as a whole: we are confident we can

repeat this success with Foster’s Radler in the UK. An extensive marketing launch

programme will drive shopper trial and awareness and we urge retailers to capitalise on this

new and exciting opportunity to unlock genuine category growth.”

Foster’s Radler will be supported from April with a multi-million pound through-the-line

campaign, encompassing print and outdoor advertising, in-store sampling, retail couponing

and digital marketing and PR, to drive trial and awareness.

- Ends -

For further press information, please contact

Hannah Kenward at Publicasity

0207 632 2411 / heineken@publicasity.co.uk

Notes to Editors:

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN employs around 2,300 people. In addition to cider

making and brewing, we also own around 1,300 pubs through our Star Pubs & Bars business.

We are passionate about our cider and beer brands and the services that we offer to our

customers. Our unrivalled portfolio of brands includes Foster's, Heineken®, Strongbow,

Kronenbourg 1664, Desperados, Bulmers and John Smith's, together with a full range of

niche and speciality brands.