Foster’s Proper Shandy Has a 3% ABV for Relaxed Enjoyment
Michael Hemsworth — February 9, 2024 — Lifestyle
Foster’s Proper Shandy has been announced by Heineken UK as a new product for the market that's crafted with the wider embrace of the signature British libation to tap into consumer nostalgia. The libation is formulated with a high-quality shandy recipe in mind to enable consumers to enjoy the perfect pour from home. This brings the experience of enjoying a fresh pint from the pub, while the lower alcohol content comes in at 3% ABV to make it more applicable with adults looking to reduce their drinking.
Marketing Manager for Foster's at Heineken UK Richard Barnes spoke on Foster’s Proper Shandy saying, "Foster’s is such a well-known, trusted brand and there was a clear gap in the market for a quality shandy in a convenient format and at an affordable price. Coupled with the growth of moderation, as well as the growing nostalgia trend, Foster’s Proper Shandy taps perfectly into these moments too. We look forward to seeing how the innovation performs.”
Marketing Manager for Foster's at Heineken UK Richard Barnes spoke on Foster’s Proper Shandy saying, "Foster’s is such a well-known, trusted brand and there was a clear gap in the market for a quality shandy in a convenient format and at an affordable price. Coupled with the growth of moderation, as well as the growing nostalgia trend, Foster’s Proper Shandy taps perfectly into these moments too. We look forward to seeing how the innovation performs.”
Trend Themes
1. Crafted Shandy Recipes - Crafting shandy recipes with a high-quality blend and nostalgia appeal can tap into the growing trend of moderation and consumer nostalgia.
2. Convenient Shandy Formats - Developing shandy products in a convenient canned format provides an opportunity to target consumers seeking a pub-like experience from the comfort of their homes.
3. Reduced Alcohol Content - Creating shandy beverages with lower alcohol content, like a 3% ABV, caters to adults looking to reduce their drinking while still enjoying a flavorful libation.
Industry Implications
1. Beverage - The beverage industry can explore the potential of crafting shandy recipes, offering convenient formats, and developing lower alcohol content options to cater to changing consumer preferences.
2. Alcohol - The alcohol industry has an opportunity to tap into consumer nostalgia and the moderation trend by introducing crafted shandy recipes in convenient canned formats with reduced alcohol content.
3. Nostalgia - Industries embracing nostalgic products and experiences can explore the market potential of developing shandy products that capture the essence of pub-like enjoyment with convenient packaging and lower alcohol content.
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