Following the launch of Desperados Red, Heineken is now extending its Foster’s brand with Foster’s Rocks – two new spirit-flavoured beers, Spiced Rum and Classic Rum.
The Foster’s Rocks range is available from August and will launch in time for retailers to stock up before the bank holiday weekend. It comes in 440ml cans in multipacks of four and 10, RRP £4.50 and £11 respectively.
The extension is aimed at 18-24 year olds and the launch will be supported by a £2m marketing and sampling campaign.
Meanwhile, Foster’s has partnered with Channel 4 to create a series for its digital platform.
The Helluva Tour launches on All 4 this autumn, with footage to be used on Channel 4 and E4 later this year. The activity is part of the Foster’s sponsorship of Original Comedy on 4.
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