Value key for UK: Foster's

28 August, 2009

Foster’s is developing its lower-end offering in the UK, while pushing more premium innovations abroad in the face of the economic downturn.

Managing director Peter Jackson said: “In the UK, there is an increasing focus on value, so we are working on the introduction of a stronger value proposition,

particularly in our Lindemans range.”

In Foster’s full-year results, released this week, the company said its innovation was focused on higher-margin markets outside the UK, with the launch of South African, Italian and Californian wines.

Jackson said: “The UK market is very difficult due to the current financial situation.

“We have found that demand for more premium products is increasingly coming from our European customers.”

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