Beerlines

Insights on beer marketing & PR by a beer-war vet

20 March

CUB tells Foster’s to F off!

Good signs for brewing, quite literally, at Southbank in Melbourne’s CBD.

On the busy corner at 77 Southbank Boulevard, Foster’s corporate signage has been pulled down at its HQ of many years. The F word has gone, making way for a return to the traditional roundel logo of Carlton & United Breweries (CUB).

The earlier stainless steel Foster's corporate

The earlier stainless steel Foster’s corporate: pic from ABC Radio AM website

The new/old CUB sign replaces Foster’s at the Southbank HQ

The move will ruffle a few feathers. Some old guard Foster’s corporates, going right back to its foundation in John Elliot’s days, might wince.

At the end of the day however it was simple physics. Foster’s Group Limited never created the critical mass required to be a global player. Pity; it could have.

Good to see CUB back though. Great to see that SAB-Miller stuck with the more familiar and established logo and did not go with that silly overly-designed (glass of friendship) CUB logo devised under CEO John Pollaers.

Bringing it back to the consumer
SAB-Miller now faces a similar challenge to that faced by Lion Nathan when they took over Bond Brewing i.e. In the wake of very high profile corporate ownership changes, how do you bring the traditional brand back to the consumer?

Answering this question is even more challenging nowadays with corporate ownership made so much more public and transparent through online and social media.

We will watch and see and perhaps have a Carlton Draught every now and then to plot progress.

Cheers!