First brewed in Melbourne, Australia in 1888 by American brothers Ralph and William Foster, Foster's lager took nearly 90 years to reach these thirsty shores but, with sales of the Amber Nectar topping more than two and a half million pints per day, UK drinkers can justifiably claim to have made up for the delay.
Some of the beer industry's best-loved advertising was created to persuade ale-drinking Brits to try a cold tinny, tempting us with unforgettable descriptors such as 'The Golden Throat Charmer' and 'it's like an angel crying on your tongue' along the way.
The tears of an angel were quickly and consistently supplemented by the tears of laughter thanks to by a series of humorous Foster's advertising campaigns which showcased the emerging talent of iconic Aussie comics Barry Humphries and Paul Hogan and sealed the brand's enduring association with comedy.
Announcing Foster's partnership with the Edinburgh Comedy Awards, Heineken UK Brands Director Mark Given said: "For almost 40 years, Foster's advertising has harnessed the power of humour to portray the brand's Down Under origins and No Worries personality. Comedy plays a singularly important role in the lives of Foster's consumers and we look forward to facilitating and fostering their engagement with comedy in all its guises through our support for comedy’s most prestigious awards."