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SAB Miller’s brand proposition challenge clear as sales slow

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By Natalie Mortimer, N/A

October 14, 2014 | 2 min read

SAB Miller has revealed that the volume of beer sold dipped one per cent in the six months to September; a clear indicator that the brewer has a long road ahead as it looks to reshape its brand proposition to better tap into the female audience.

The UK-based brewer of Peroni and Grolsch was particularly stung by a drop in sales in the Asia Pacific region, which fell eight per cent due to poor summer weather in China and low consumer sentiment in May.

Across all regions, chief executive Alan Clark said growth was hurt by, “weaker lager-volume performance in the second quarter, balanced by strong growth in soft drinks.”

SAB Miller last week announced that it would look to target six different occasion moments, including family occasions such as BBQs, mixed gender casual parties, meals, evening meals, colleagues socialising and men coming together in bars.

Speaking to investors Nick Fell, marketing director, commented: “We know there’s untapped potential in beer and it’s 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?”

As part of the drive SAB Miller will strengthen its core lager brands and expand its portfolios into new areas like flavoured beers and ciders.

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