Why is fosters advertised as australian

Not only is Fosters not a big seller in Australia, but an even more ironic fact from the Fosters farce is that it is not even brewed in Australia, making it not really Australian at all.

For international beer lovers, this has many feeling a little duped. Head brewer from the Australian Brewery, Dan Shaw, is one of many trying to dispel the myth surrounding our beer culture, particularly our love of basic bitter brews that have been touted as a symbol of Australia, when in fact our palate has been evolving and expanding with the rest of the world.

As the demand for craft brews in Australia grows, so does the market for Australian-style hops and flavors. Over the years, southern hemisphere hop varieties have grown in popularity, with Tasmania and Victoria being ideal hop growing environments and many hop varieties with inviting and unique flavor profiles have been born from the regions.

Galaxy hops is one such success story to come from Australia and is exported internationally, praised for its floral and tropical fruit notes, but there are many more on the rise and in demand.

So, with such a promising and exciting future for the Australian beer industry, we think it is time to retire the old Fosters Aussie rhetoric. You get to see beyond the stereotypes. Do you know that virtually nobody in Australia drinks Fosters? Paul Hogan may have helped sell cans of Foster's the lager by suggesting it was preferable to wine but for Foster's Group wine had come to dominate sales, with particular success coming from the UK market. Last month Foster's demerged its wine operations but for many years its wine brands, such as Lindeman's, Rosemount and Wolf Blass, had been among the most popular on Britain's supermarket shelves.

Success in wine exports also mirrored Australia's domestic drinking preferences. Contrary to the image projected by British lager marketeers, Australians drink less beer and more wine than either the British or Americans. There is one final twist. Perhaps disappointingly, this Charlene was no more Australian than Foster's lager.

Charlene de Carvalho-Heineken is the London-based Dutch heiress who nine years ago inherited a controlling interest in Heineken. A New York City man has filed a class action lawsuit against MillerCoors for fooling him into believing that his Foster's beer is made in Australia.

The plaintiff, Leif Nelson, says that Foster's advertisements publicizing the beer as "Foster's: Australian for Beer" and "How to Speak Australian" gave an artificial portrayal of being brewed in Australia. The reasons that Foster's isn't brewed in Australia, however, ultimately benefit fans of the beer. For one, importing is expensive. Transporting heavy barrels and cases of beer means additional packaging costs, import taxes, and shipping costs on top of producing the beer itself.

Those costs are then transferred to the customer through higher beer prices. The other part of the equation is that pale lagers like Foster's taste best the day they're bottled and then gradually deteriorate.

Shipping across the world not only ages a beer, but the unstable conditions and temperatures prematurely age the beer.