consumption.

 

"Beer is now drunk by women and men together.”

 

Clark added his brands have moved away from ‘the lager lout, college frat impact.’

 

The announcement comes as Foster’s scrapped one of its latest and most successful marketing campaigns.

 

The ‘Good Call’ series featured Australian mates and agony uncles Brad and Dan who would give advice to men in stereotypical scenarios while their largely silent, bikini-clad girlfriends played volleyball.

 

The series won the IPA Effectiveness award for advertising last year but will no longer be aired on TV.

 

However, brand director at Heineken Ifeoma Dozie said the decision to scrap the campaign had nothing to do with Clark’s comments.

 

According to the Guardian, Dozie said the decision was reached last year and that Heineken, not SABMiller, controls the direction of advertising in Europe.

 

The new campaign, which is understood to be aired early August, will continue with the themes of Australia and comedy and will still focus on male drinkers.

 

“It is part of the DNA of the brand. [The themes] are at the heart of the brand and will always remain,” she said.

 

Earlier this year, SABMiller’s managing director in Europe Sue Clark wrote in a blog that the company had taken “a huge step away from some of the misogynistic marketing that became the industry norm.”

 

However, she specified that this does not entail a move away from targeting their male customers.

 

“This doesn’t mean taking a simplistic gender specific view or targeting women overtly, but creating inclusive, authentic, mixed-gender drinks that keep the beer category relevant as consumer behaviours and preferences change,” she wrote.