![#](www.e-malt.com/images/left_top_corner16x200.gif) | E-Malt.com News article: Australia: Foster’s to launch a low-carb beer for the under 30s![Brewery news](https://e-malt.com/Images/BeerBullet2.gif)
Foster’s Group, Australia’s leading brewer, is to launch a lower carb dry beer called VB Raw targeting the under 30s, B&T posted on August, 13.
The beer is being described by the company as an “easy drinking beer” that is aimed to capitalise on fashions in beer drinking – namely that dry beers are selling well, as are beers promising the healthier option of lower carbohydrates.
VB Raw will enter a market category with beers like Toohey’s Extra Dry and Pure Blonde. It’s understood the beer will have around a third fewer carbs than the original VB.
The beer will have a soft launch, with no imminent above the line campaign. However, VB’s agency Droga5 will be involved in the launch, according to a spokesman for Foster’s. The marketing push for the beer will begin next month.
The beer will be introduced to market both on and off licensed premises.
14 August, 2009
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