When Brands Change Hands: Why Get in a Froth About Foster's?

Many Australians have been up in arms at the thought of more of their iconic brands shifting offshore with the proposed takeover of Foster's Group by the UK's SABMiller. But overseas ownership of big Aussie-originated brands – think Holden, Vegemite, Arnott's, Speedo and Victa Lawncare – does not necessarily affect consumers' perceptions. Undoubtedly, new international proprietors would keep the marketing cachet that comes with providing a taste of the desirable Australian lifestyle in a glass, bottle or straight from the can, says Dean Wilkie, a marketing expert at the Australian School of Business. It's more than likely that lager drinkers across the globe would remain oblivious to an ownership change.