Australia: Foster’s to launch a low-carb beer for the under 30s

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