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Foster's Olympics promo

CHENNAI: In Australia, Foster's is the official beer for the Sydney 2000 Olympics. To mark this occasion, Foster's has introduced its latest marketing initiative with the launch of Australia 2000, says a release.

The specially designed promotion was recently launched in India. John Konrads, former Olympic gold medalist and world record holder, was in India for the occasion. One of the elements of the promotion includes enhanced packaging of the Foster's pints and quart bottles. These products will be available in all centres in India, including Maharashtra, Goa, Daman and Diu.

Foster's has, meanwhile, announced sales of 3.5 crores bottles in India in 22 months. This compliments Foster's current status of being the third most widely distributed beer brand internationally, with a distribution in more than 140 countries.

The strength at Foster's India has been its focussed marketing strategy, which has the blend of advertising and promotions as well as sponsorship of premium international sports such as Cricket, Formula One Grand Prix and the Sydney 2000 Olympics. The br and communication is also supported by its popular `Australian for Beer' campaign, adds the release. -- Our Bureau