Foster's thinks big in Tawain
Australian brewer makes jumbo cans part of push into new territory
July 9, 1999 - Foster's Brewing is using a jumbo-sized beer can as part of its marketing efforts in Tawain. The 946ml can is still dwarfed by some other jumbo cans in Tawain, where 2-liter cans are very popular and some brewers even offer party-size 3-liter cans.
The only other country where Foster's currently sells its 946ml can is the United States, where it is available in just two states - Florida and Texas.
Foster's, which has posted losses while battling for a share of the large China market, began selling beer in Tawain last week. With a population of 22 million, Taiwan is regarded as a key market in Asia for global brewers, with annual beer consumption at 23 liters per head, compared with 15 liters in China. Imports claim a healthy 28% of the market in Tawain and a Foster's executive said Taiwan is world's ninth-largest market for imported beer.
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