Miller Brewing Co. plans to enter a licensing partnership to brew and sell the Australian beer Foster’s Lager in the United States.
Miller is entering a 10-year agreement with Foster’s Group Limited. Under the arrangement, brewing of the Foster’s Lager and Special Bitter brands sold in the U.S. will transfer from Molson Coors of Canada to Miller breweries in Fort Worth, Texas, and Albany, Ga., in November.
The new arrangement will reduce shipping costs and allow Miller to invest more in the brands’ long-term growth, according to a statement Monday from SABMiller Plc, Miller’s corporate parent.
The Foster’s brands would continue to be distributed and marketed in the U.S. through Foster’s USA LLC, a joint venture between Miller and Foster’s Group Limited.
The Milwaukee Journal Sentinel reports that this represents “a new commitment to the lagging brand.”