25 September 2011
FOSTER'S CARKS ON SMALL BEER: ELLIOT
"Essentially they've been badly run: bad board, bad management. I think the new guy who is there now knows what he's doing, but he got there too late."
Former Foster's brewing boss, John Elliott, told Fairfax that "reducing the alcohol content of popular beers including Victoria Bitter from 4.9 per cent to 4.7 per cent combined with poor marketing" had undermined some of Foster's best products.
"You don't change the quality of your product, and that's what they've done. And I think that's a grave error."
Click here for an example of "good marketing": a classic Paul Hogan Foster's ad for UK; click here for a perfect example of Foster's product placement in them good old days, and click here for Elliot's latest summary of the SABMiller takeover of the maker of the world's most boring friggin beer.
And for dessert, try and work out what this Constellation marketing genius thinks he's talking about: he never once mentions wine! Perhaps it was this level of acuity which saw his company take a billion dollar dump and flee from Australia.