SABMiller to challenge perception of beer, eyes mature markets
Soft drinks and beer brewing giant SABMiller on Monday unveiled plans to bolster long-term growth by targeting more mature markets and changing the “image” of beer.
To leverage the “untapped” potential of beer and expand its appeal, particularly in the more mature and fragmented markets, SABMiller needed a new approach, said group CEO Alan Clark.
“We have a long-term vision to push out the boundaries of the beer category, appealing to more consumers on more occasions through innovation and challenging traditional perceptions of beer,” he noted, pointing out that the company’s experience of operating in emerging markets placed the group in a position to “capture the opportunities” from high-growth markets.
To ensure a trajectory of strong growth and performance, SABMiller narrowed focus to three key elements, namely driving superior top line growth, becoming more efficient and concentrating on the highest growth opportunities.
SABMiller marketing director Nick Fell said the group planned to push the boundaries of beer – outside its “traditional role” as the favourite drink for men in pubs and bars – with flavours and styles that attracted more consumers on more occasions.
“It is time to change the image of beer as just a drink for guys watching sport. Why shouldn’t beer be a great choice with food or something that has much more appeal for women?” he asked.
Fell believed that traction in the strengthening of core lager brands had already been gained with positive results emerging from expanding the portfolios into new areas such as radlers, flavoured beers and ciders.
“We believe our unrivalled local market insights – as the most local of the global brewers – combined with our size and scale will allow us to really shape the future of beer in new and interesting ways,” he concluded.
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