United Kingdom: Heineken to launch Foster’s Amber Stout

Heineken UK is to counter the launch of Guinness Black Lager with a new dark beer called Foster’s Amber Stout, the Morning Advertiser posted on April, 1.

Heineken UK brand director Mark Given denied that the new product launch is a direct response to Diageo’s decision to stretch the Guinness brand into the lager category.

Given said: “Foster’s Amber Stout has been in development since 2009 when we set up the Project Blarney team.

“The product is founded on detailed research carried out with more than 2,000 consumers, which confirmed that Foster’s drinkers are more adventurous than other lager drinkers.

“However, it also showed that, while Foster’s drinkers are receptive to the idea of drinking stout, many find the colour dark and depressing.

“Foster’s Amber Stout will give drinkers the body and taste of a stout combined with the bright colour and refreshment of a super-chilled lager.”

02 April, 2010