Heineken launches Foster’s Proper Shandy

• Supplier: Heineken
• Product: Foster’s Proper Shandy
• Availability: Out now
• RRP: 440ml cans packs of four: £3.75; 440ml cans packs of ten: £9.25.

Heineken UK is expanding Foster’s with the launch of Foster’s Proper Shandy, available now.

The new variety has a lower 3% ABV and is available in 440ml cans in packs of four and 10, with respective RRPs of £3.75 and £9.25.

The supplier says it is intended to give shoppers a quality shandy serve at home, as well as provide innovation and a point of difference in the classic lager category.

Additionally, the lower ABV caters to the 40% of adults who say they want to moderate their drinking, according to Kantar.

Heineken launches Spanish lager Cruzcampo in the off-trade

Richard Barnes, marketing manager – Fosters at Heineken UK, said: “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.”

Foster’s Proper Shandy will be supported by a marketing campaign this spring, across TV, digital and outdoor advertising.

Read more product news