Our Marketplace

In the marketplace, our key sustainability focus is around ensuring that our products are marketed and enjoyed responsibly.

This effort is in turn built on three fundamentals:

• Observing the law - we follow the letter and spirit of applicable consumer and food standard laws and regulations in everything we do;
• Setting and observing appropriate standards - we adhere to rigorous marketing standards and put responsible marketing at the centre of core company policies;
• Partnership and activities designed to change drinking culture (long term) and help mitigate the harms associated with the misuse of alcohol (short term).

Setting and observing standards

All Foster's people are expected to be ambassadors for a mature and responsible approach to alcohol. This is reflected in 'Do The Right Thing', one of five behaviours that all staff are formally assessed against on an annual basis. The outcomes of this determine employee eligibility for remuneration increases and bonuses. All staff receive 'Enjoy Responsibly' training at induction and staff in key areas such as marketing and sponsorship are given periodic refreshers.

With specific reference to marketing, Foster's responsible marketing framework applies to all creative, our own staff as well as external partners and agencies. The framework is fully consistent with relevant industry standards, in particular those contained in the Alcohol Beverages Advertising Code (ABAC). These include clear prohibitions on marketing to minors and the depiction of excessive and irresponsible drinking.  Foster's submits all above the line advertising to independent ABAC adjudicators for pre-vetting against the Code. Any concerns raised by the adjudicators are addressed swiftly.  

Our Sponsorship & Donations Policy also incorporates relevant ABAC standards. Our contracts oblige sponsored organisations to observe these standards.

Changing Drinking Culture

Foster's provides consumers with clear and factual information on our product labels to help them make informed choices and drink responsibly.  Since 2003, Foster's has applied our 'Enjoy Responsibly' logo on cans, bottles and advertising materials in Australia. The logo has recently been updated and is being applied across our whole alcohol portfolio.  In addition, we are phasing in new, standardised 'unit content' logos across our Australian portfolio.  These show more clearly, and in pictogram form, the number of standard drinks in each primary container.  Foster's is also a founding member of DrinkWise Australia, an innovative whole of community organisation.  DrinkWise has a long term mandate to change drinking culture in Australia through sustained education and campaign activities. 

Foster's also helps our business partners and industry associations to promote a culture of responsible enjoyment.  For information of the responsible drinking activities of the Australian Associated Brewers click here.

Helping to Mitigate Harms

Foster's does not walk away from the fact that some people misuse alcohol and that this can harm individuals, families and communities.  Through our sponsorship and grants programs, we support a range of committed community groups and charities who work to mitigate harms partly caused or exacerbated by alcohol misuse.  Over the past year for example, Foster's has invested:

• $200,000 to address depression;
• $100,000 to assist victims of violence & families;
• $35,000 to support emergency medical transport;
• $60,000 to help the homeless and
• $220,000 to support indigenous communities, including respite, training and night patrols.

For more information on low risk drinking please refer to the Australian Government's National Health & Medical Research Council's (NHMRC) Australian Alcohol Guidelines.

 

 

 Alcohol Beverages Advertising Code (PDF, 57 Kb)