All the efforts put in by Foster's Chief Executive Ian Johnston do not seem to helping all that much in an industry hit by recession and a weak economic condition in the US, a strengthening Australian Dollar and a change-over of many of the world's wine-drinkers to cheaper options.

Under the circumstances, Foster's has issued a warning that its wine profits are set to slip by as much as $90 Million in the current fiscal year's first half, a news which led to shares of the company falling by 10 cents to $5.51.

According to Mr. Johnston, the news should not be all that surprising considering the weak consumer confidence in the US, which is not a secret to anyone, while declining to provide exact figures of earnings for the 6 months up-to December 31.

"We are seeing a number of good signs across our business, but admittedly, these are in amongst some ongoing difficulties. The global financial crisis is having an impact, more in some markets than others. Implementation of our new (wine) strategy is under way, but the results will take time", said Chief Executive Johnston while stressing that difficult time is soon to pass.

Paul Ryan of the Melbourne-based Evans & Partners, is of the opinion that decline in wine profits will not keep the company's mojo down for very long as beer is Foster's main earning beverage. "Wine gets all the attention but ultimately it's about what happens in beer", he said, while asserting that wine only accounts for 15% of the firm's total earnings.