Foster's Brewing International today announced that it had signed an agreement for its flagship brand Foster's Lager to be brewed, marketed and distributed in Turkey through Efes Beverage Group (Efes), Turkey's leading brewer. Distribution of Foster's in Turkey will commence in March 2005.
The Turkish beer market has experienced strong growth of 20% over the last five years with volumes of eight million hectolitres in 2003, similar to markets like Belgium or Austria. Whilst beer consumption per capita is relatively low by European standards, at around 11 litres per annum, Turkey has the second largest and one of the fastest growing populations in Europe (excluding former CIS countries). Significantly, the international premium beer segment is forecast to double over the next three years.
Foster's Brewing International Managing Director Rick Scully said, "I am delighted that Foster's - Australia's most famous beer - will be launched in Turkey, a market with great potential for international premium beers.
"Foster's is the world's seventh largest international beer brand, but to date has been under-represented in Eastern Europe and Central Asia.
"Efes is a natural partner for Foster's in Turkey whose strong distribution capability brings an excellent opportunity to build a strong presence for Foster's in a key growth market, as an international brand with a distinctive, premium positioning."
Muhtar Kent, President & CEO of Efes Beverage Group said, "The Turkish beer market has experienced rapid growth over the last five years and international brands are the fastest growing segment of the market.
"We are delighted to be able to lead the expansion of Foster's into Turkey. I believe that Foster's will be an attractive choice for Turkish beer consumers due to the unique Australian-ness of the Foster's brand, together with Foster's Brewing International's stringent focus on freshness and dedication to product quality."
The agreement with Efes in Turkey follows an agreement signed recently by Foster's Brewing International and its licence partner Scottish & Newcastle with Baltika Breweries, Russia's leading brewer to brew, market and distribute Foster's in Russia.
Sold in over 150 countries, Foster's is the number one selling beer in London (a position it has held for more than 10 years); the seventh highest selling brand in Western Europe and the only non-European beer brand in the top 15; and the eighth largest imported beer brand in the very competitive United States market. Foster's is ranked as the most recognisable beer across Asia and fifth most recognisable brand across all product categories. Foster's has won gold medals three times at the prestigious bi-annual International Brewing Industry Awards, with a fourth medal awarded in 2002.
Foster's has a long association with Formula OneTM Grand Prix, and is the Official Beer of Formula OneTM. Foster's is the title sponsor of three Formula OneTM championship races: the Foster's Australian Grand Prix, the Foster's San Marino Grand Prix and the Foster's British Grand Prix. Additionally, Foster's has premium trackside signage and exclusive pouring rights at most races throughout the season.
Turkey will stage its first ever Formula OneTM race in Istanbul on 21st August 2005.
Maintaining and accelerating the growth of Foster's in all markets by continuously improving the brand to meet the demands of consumers is a key strategic priority for Foster's Group. In line with this strategy, in 2004, Foster's Brewing International established a total quality improvement program focused on the four key areas of product, presentation, the environment in which Foster's Lager is sold and consumed, and endorsement. A major focus of this program is on product quality and freshness and providing the freshest beer in the world to consumers - in every market, every time. The program aims to elevate Foster's from its current position as the number seven international premium beer brand to take its place amongst the top five by 2009.
Efes is the key subsidiary of the Anadolu Group of Companies and Turkey's leading brewer. Efes accounts for over 80% of the Turkish beer market, and has brewing interests in Russia, Kazakhstan, Serbia & Romania.
Corporate Affairs Adviser - Foster's Group Limited
Bianca Polidori
Tel: +613 9633 2261
Mob: 0438 558 596
Corporate Communications Manager - Efes Beverage Group
Durul Candemir
Tel: +90 216 586 8039
