Foster's Brewing Group is taking the flavour of Australia to the world with Aussie-themed bar concepts designed by its newly developed Australian Pub Company.
The first Aussie bar concept will be unveiled at the official opening of the Sydney Media Centre, Darling Island, on Friday June 23. The centre will be a key work centre for thousands of journalists during the Sydney 2000 Olympic Games.
The Australian Pub Company is a Foster's Brewing International initiative which aims to showcase Australia's fun and friendly party style to countries around the world.
Commenting on the initiative, Rick Scully, Managing Director of Foster's Brewing International, said: "Long before Foster's became the official beer of the Sydney 2000 Olympic Games, Australia's most famous beer has been taking the taste of Australia to the world, with outstanding success."
"Foster's is now the third most widely distributed international lager worldwide. This is an ideal platform to launch the Australian Pub Company concepts which offer the international market a total Australian entertainment experience."
Foster's is one of the most successful international beer brands in the world. More than 100 million cases of Foster's Lager are consumed around the world every year. It is also the fastest growing international beer brand in the world, recording consistent annual double digit increases and world growth of more than 60 percent over the last five years.
"The partnership between Foster's Lager and The Australian Pub Company provides an innovative opportunity for investors to recreate vignettes of Australia all around the world," Rick Scully said.
The concept has the support of the Australian Tourism Commission. According to John Morse, Managing Director of the Australian Tourism Commission," Australia is one of the world's most desirable travel destinations and the Australian Pub Company concepts are a great way to help raise the profile of the country even further."
"The total package offering, which includes staffing and entertainment, does more than replicate images of Australia around the world. It brings to life what Australia is famous for - a relaxed and easy-going lifestyle.The opportunity for people to experience Australian hospitality first-hand adds strong support to the promotion of Australia overseas."
Each theme bar created by the Australian Pub Company brings together a total self-contained hospitality package for international investors, which includes a special blend of leading Australian beers, premium wines, food and entertainment.
Mildara Blass, the wine division of Foster's Brewing Group, will also showcase its premium Australian wines in the venture.
"The Australian Pub Company's international developments provide us with a terrific opportunity to showcase our great Australian wines and wine culture internationally," said Terry Davis, Managing Director of Mildara Blass.
"We will offer premium wines like Greg Norman Estates and Wolf Blass by the glass and use quality promotions to highlight the best of Australian lifestyle."
The Australian Pub Company package also includes design and construction of the bar plus assistance with staff, merchandise, menus, promotional programs and Australian entertainment.
The bar at the Sydney Media Centre, called the Bush Telegraph, reflects both coastal and country themes as a sample of the designs that the Australian Pub Company will showcase to the world.
"We carried out extensive research to identify the most popular themes that capture the true blue essence of Australia, from its fabulous beaches to our passion for sports."
"The result is a portfolio of five bar concepts which can be customised to satisfy a broad spectrum of drinking and eating formats and to suit a variety of locations from 5-star hotels to shopping centres and cineplexes," Mr Scully said.
These Australian Pub Company designs include:
In addition there are a series of small-site bars designed for use in high traffic locations such as airports, shopping centres and sports grounds.
Further information:
Heather McWhinnie
Public Affairs
Foster's Brewing Group
Tel: +61 2 92171528
