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Foster's shipments jump in October & November.

Foster's shipments jump in October & November

Foster's Lager, America's largest selling Australian beer, appears to be proving the doomsayers wrong. Shipments from Australia for October and November, as reported by the beer's importer, All Brand Importers, Inc., posted a 65-percent increase compared to the same period a year ago. And while two month total do not a trend make, the importers of the results are indicative of additional growth in the months to come.

"While many industry sources were predicting the demise of the brand, we at All Brand were confident that the true story would eventually come to light," said Steve Hauser, marketing director, All Brand. "We knew the report was reflective of the effects of a price increase the brand was forced to take in October of 1988. And that once the pre-price increase inventory buildup had a chance to move through the system, shipments from Australia would rebound."

Other factors in the decline of shipments from Australia during 1989 included, a change in container configuration from 40-foot to 20-foot containers for the popular Foster's bottle and isolated labor troubles at Australian piers. However, Hauser noted, with a recent commitment from the Australian shipping lines of consistent supply of 40-foot containers and no labor troubles on the horizon, All Brand is confident of continued success.

"The two month numbers are only the beginning of a new and healthy growth cycle for Foster's," Hauser said. "The brand's depletion rate remained strong throughout 1989 and now that inventories are back to a level consistent with normal business patterns, shipments will continue strong right through the summer selling season."
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Title Annotation:Foster's Brewing Group Ltd.
Publication:Modern Brewery Age
Date:Feb 26, 1990
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