E-Malt.com News article: Peru: SABMiller targets premium segment by launching iconic Miller Genuine Draft

World’s No. 2 brewer SABMiller announced on July, 2 that Peru will be the first market in South America to begin selling its iconic Miller Genuine Draft brand - part of SABMiller's plan to drive up profitability in the region by promoting premium brands.

Miller Genuine Draft is now available in 72 countries around the world and has become the top selling beer in SABMiller's portfolio of global brands, according to a statement.

It is thought that Miller Genuine Draft will be popular with Peruvian consumers because of their strong connection with American heritage and iconography.

The brand will target 18-29 year old male and female consumers. SABMiller said the brand will initially be launched at selected bars, restaurants and nightclubs in Peru's capital city, Lima.

Peru offers one of the most dynamic food and drink sectors in the region, with strong forecasts for economic growth, experts consider.


07 July, 2010