The Victorian-based company unveiled the Great Northern Brewing Company label, which will be brewed at Foster's Yatala brewery, south of Brisbane. Despite several six packs being on hand for promotional purposes, the company refused to allow the beer to be put to the ultimate test.
Instead, head brewer at Yatala, Geoff Day, who was instrumental in developing the full-strength beer, attempted to describe it. It's a smooth, easy drinking type of beer," he said.
"It's not too bitter. It's really designed for that hot summer's day.
"It's not too filling [so] it's not something [where] you drink one and think ... I couldn't drink another one of those."
Beer drinkers can judge for themselves from November 1, when the lager goes on sale with a recommended retail price of less than $40 a case.
Cameron Levick, general manager of Foster's beer subsidiary Carlton and United Breweries, said about 20,000 cases had already been ordered across Queensland.
However, even prospective buyers have not been able to sample the amber ale.
"Most outlets [have ordered] a palette straight off the bat without even tasting it," Mr Levick said.
"We're so confident about the taste of this beer that once people try it they'll be certainly very pleased and want to come back and buy some more."
The new lager was one of three launched today, with others carry the existing Carlton Dry and Pure Blonde labels.
Mr Levick said extensive market research had been conducted to come up with the Great Northern.
The clear bottle features a marlin logo that Mr Levick said personified the "sun, sand, fishing" spirit of Queensland.
The name comes from a former Foster's brewery in Cairns, which the company owned during the 1930s.
Mr Levick said the Great Northern delivered what the state's beer drinkers had been seeking.
"The message loud and clear [from beer consumers] has been, give us something from Queensland that's been developed with us in mind, and that's what Great Northern super lager actually is," he said.
The beer will only be available in Queensland and directly targets XXXX, which is the most popular beer brand in the Sunshine State.
But XXXX Lion Nathan told brisbanetimes.com.au yesterday it was not concerned by the new rival.
"We're focused on our business and to be honest with you we don't spend a lot of time thinking about what our competitors are doing," spokesman James Tait said.
"XXXX will never take its loyal drinkers for granted and that's why we'll always focus on first rate quality and on continuing to bring exciting new brands to market, like XXXX Summer Bright Lager."
Mr Day said the new beer would boost Queensland's economy, as it would access the state's sugar, malt, wheat and yeast.
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