Foster’s has created a limited edition beer that will sell for $60 dollars ($57 US for a 750ml bottle).
Foster’s master brewer John Cozens calls Crown Ambassador Reserve lager “luxury beer.”
“It’s expensive to make and it’s expensive to package but it’s Australian, it’s luxury and let’s hope there’s more to come,” he said.
The launch emulates a similar move in 1954, when the premium beer market was pioneered with the announcement Crown Lager would be made available to the public upon the Queen’s first visit to the country.
Previously Crown Lager had been reserved for aristocracy and visiting dignitaries since its inception in 1919.
The advertiser points out that puts Crown Ambassador in the range of Moet & Chandon champagne.