Malaysia: Brewer Guinness Anchor Bhd grateful to World Cup

The month-long World Cup helped the drinks industry which to reach an increase of between 30% and 40% in sales for pubs and clubs, Guinness Anchor Bhd (GAB) marketing director Mark Jenner was quoted as saying by The Sun Daily on July, 29.

"Every four years, you get this one-off opportunity and we successfully took advantage of it this year," he said.

An estimated 90,000 people reportedly showed up for the 700 viewing parties held by GAB in its flagship outlets, pubs, coffee shops, and food courts across the country. Mr. Jenner said the viewing parties yielded more visibility and increased demand for its iconic brands such as Tiger, Guinness, Heineken and Anchor beer.

"In 2005, we had about six viewing parties throughout the whole year. Now we are doing about a hundred a year; we have taken that platform and expanded it, and our customers love the model."

He said with this model, pubs and bars also benefited from an increase in food and beverage sales.

GAB invested RM10 million to promote its activities during the World Cup and it has paid off handsomely.

Hypermarkets and supermarket sales also benefited from football fever with the limited edition Tiger "11 packs" being having sold out in two weeks.

"If we could, we would have a World Cup every year," Mr. Jenner said.

30 July, 2010