Company: Heineken N.V., Anheuser-Busch InBev SA/NV & Molson-Coors Canada Inc.
Brand value: US$706 million
Change since 2018: -6%
Headquarter city: Melbourne
Year formed: 1889
Foster’s beer is one of Australia’s best-known brands around the world, having built its reputation using stereotypically Aussie imagery such as kangaroos and cork hats, helped by Crocodile Dundee star Paul Hogan in the 1980s. Despite this, the brand described in advertising overseas as being “Australian for beer” shows very low levels of consumption in Australia and has faced criticism for being Australian in name only, given that the UK is its biggest market, and the brand is now owned by an international beverages group. Foster’s promotes its beer as “the taste of true refreshment”, and its summer 2018 promotion was proudly Australian, offering a trip to “the thirstiest place on Earth”, Uluru, as a prize. The brand is adapting to changing tastes and preferences, and has begun developing more low-alcohol and no-alcohol drinks in response to growing demand from pregnant women, religious and health-conscious consumers looking for new sources of refreshment.