20th April 2006

In a global beer industry ever more dominated by giant brands, is it taste or advertising that dictates our favourite tipple?

Foster's bought in the UK is now not only brewed here, it is also owned by a British firm, putting into question its' claim that it is "an Australian beer brewed to an Australian recipe."

The BBC spoke to >large Managing Director Jim Boulton about the recent acquisition of the Foster's brand across Europe by Scottish and Newcastle. Managing Director, Jim Boulton, warned global beer firms that for a brand to be successful in the long term, it has to be authentic.

"If Foster's brand essence is its Australian heritage and it continues to promote itself on this basis, then Scottish and Newcastle might have a problem. If it's the taste, which I doubt, then buying the brand makes total sense."