Fosters launches responsible drinking initiative

Posted by Nicole Eckersley on 25th March 2010

Fosters yesterday announced its new responsible enjoyment initiative, in collaboration with the Melbourne Cricket Club.

The ‘Be Best on Ground’ initiative intends to send a message to patrons of the Melbourne Cricket Ground to keep their enjoyment of Fosters’ in-stadium products from impinging on the enjoyment of those around them.

The MCG is notorious for its alcohol-fueled rowdy behaviour.  In 2002, cricket officials targeted the MCG by limiting sales in the MCG’s lower ‘M’ section to light beer, and by allowing police to stop rowdy drinkers from returning to their seats.

Carlton & United Breweries National Sales Director Peter Cantwell said the CUB and Foster’s businesses have enjoyed a strong relationship with the MCC for more than 100 years.

“We want to ensure that visitors to the MCG enjoy the best beer and wine while watching Australia’s best sports and entertainment events,” said Mr Cantwell.

“It is important to us that our brands are enjoyed responsibly wherever they are consumed – whether that be at high profile events or at a backyard barbecue.  This is an exciting opportunity to highlight this message in Australia’s largest sporting venue.”