Fosters - It's Australian for beer, mate!  Or is it?

At turn of the century, Foster’s was still a relatively small operation but it was already starting to take the first steps in its future direction.  It was sending beer to all Australian states and exporting to Samoa and South Africa.  In 1908, not long after its amalgamation into CUB, the Foster’s brewery at Rokeby Street was closed and the Foster’s name was almost lost.  CUB only continued to brew Foster’s because of orders from Queensland and Western Australia.

The Foster’s yeast in use today was brought to Carlton in 1923 from Professor Jorgensen in Denmark.  

In 1971 Foster’s was introduced to England through Barry Humphries’ highly successful ocker film called The Adventures of Barry McKenzie.  Bazza almost spent the entire film with a Foster’s in his hand.  The eyes of the English were opened to this wonderful antipodean brew.  Foster’s came to the USA in 1972.  It success there is linked with its with sponsorship of sporting events.  Foster’s sponsored the 1972 America’s Cup challenge and tennis champions such as the great John Newcombe.  John once said that he drank five 26 oz. cans after each tennis match!  The novelty value of the large 26 oz. cans, known as Oil Cans, also greatly contributed to Foster’s initial popularity.  

It was not until 1977 that Foster’s Lager became Australia’s leading brand.  

In 1981 some Foster’s yeast was flown to England and Foster’s Draught began to be brewed over there.  Foster’s Draught was a modified version of Foster’s Lager, modified to make it more appealing to the English palate.  Sales grew exponentially.  Locally canned Foster’s Lager was first sold in England in 1984.  

Foster’s phenomenal growth had been aided by the fair dinkum Paul Hogan (who later went on to make it big as Crocodile Dundee).  By the time of his first appearance for Foster’s he had already moved on from his job as a rigger on the famous Sydney Harbour Bridge and was a popular comedian.  His first Foster’s commercial went like this:  

“G’Day.  They’ve asked me over from Oz to introduce youse all to Foster’s Draught, here it is.  Cripes!  I’d better start with the basics.  It’s a light, golden liquid, like, except for the white bit on top, the head, and it’s brewed from malt, yeast and hops.  Technical term is Lager.  That’s L-A-G-E-R.  But everyone calls it Foster’s.  Ahhhh, ripper!  Tastes like an angel cryin’ on yer tongue.  Foster’s.”

And so the paths of two Aussie legends crossed.  

Foster’s connection with sport also continued.  It was the official Olympic beer for Australia at the 1984 Los Angeles Olympics.  More importantly, on 1 April 1985 it was announced that the Melbourne Cup would henceforth be known as the Foster’s Melbourne Cup.  The running of the race is celebrated all around Australia.  The Cup is “the race that stops a nation” and is a public holiday in Victoria.  Mark Twain was amazed at its almost religious significance.  Foster’s was the official beer of the Adelaide Grand Prix, now the Melbourne Grand Prix, and the Aussie Rules grand final.  It was also emblazoned on Kookaburra III’s spinnaker after its unsuccessful 1987 defence of the America’s Cup.  In addition Foster’s sponsors cycling, tennis and golf.  

In 1986 CUB began brewing Foster’s in Canada in partnership with Carling O’Keefe Ltd.  Paul Hogan was flown in to promote it and again was hugely successful.  

Today Foster’s is brewed in 8 countries, namely, Australia, Canada, China, England, Germany, Ireland, Spain and Sweden.  It is sold in over 135 countries.

Foster’s is the leading foreign beer in many markets.  It’s one of a handful of truly global beer brands.  A real true blue Australian that’s made it good!

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