Wednesday 1st of February 2012

'Foster's - take some Australian out of you'

February 17 2010
My tyres were low last night and I could feel my car wallowing, so I stopped off at the local garage to breath some new life into them.

Apparently all I needed was 50 pence and I could check all of my tyres with a noisy greasy machine. I had been here before at many other garages and sure enough the same thing happened. That 50 pence only just covered 3 tyres before the machine sent out a last smug dying hiss, demanding more cash. You would need to be superhuman to finish all four on one coin. It was raining at the time and I had no more change. I was far from amused, so I ventured into the service station.

I would need a drink when I got home, but my wine cellar was all but exhausted. I was desperate so had a quick glance at the wine shelves and the ubiquitous big brand offerings. Penfolds and Wolf Blass wore the more striking livery. No thanks. Nothing there I fancied to wash down the lasagne that was waiting for me.

This reminded me of a news story about the parent company of these brands.

There are some really huge players in the wine market. You say 'Foster's' to any Brit and lager would be the only thing that comes to mind, thanks to Paul Hogan for all that 'Amber Nectar' brain washing. But lots of the everyday wines we find in our supermarkets are 'Foster's'.

To name but a few - Lindermans, Penfolds, Rosemount and Wolf Blass.

Literally the tip of the 'Foster's Ice' berg.

Foster's is in the headlines at the moment due to poor performance. This once charging crocodile of a company voraciously devouring other wine companies and re-branding them under its own corporate umbrella is now doing exactly the opposite.

The wine glut in Australia and financial climate have made this crocodile very sick. It is throwing up its brands and trying to sell them off, which is proving quite a struggle. Forgive me if I do not have sympathy for this greedy beast.

Perhaps Foster's should change their new slogan (..get some Australian in you) to 'Foster's - take some Australian out of you'.

This big wine corporation effect automatically makes me suspicious. Does an unwieldy supercharged company licking its wounds like Foster's really care, and is it able to produce quality wine, rather than focusing on profit, profit, profit? All it needs is a pretty package with strong recognisable on the shelf appeal and the job is done. Familiar, some may say 'misplaced', comfort in an otherwise awkward alien wine aisle.

Maybe I am a bit cynical. If I am given a glass of one of the Foster's brands I will review it impartially and see what I make of it. My memory though does not summon up happy thoughts. If the lager is anything to go by, best to steer clear.

On 'premium air' I sprung home. I really needed a drink and the irony is that all I could find were some old cans of Foster's lager left over from a party.


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