South African Breweries Ltd, the South African operation of SABMiller plc (SAB) unveiled on July 12 a major project to change its corporate identity in South Africa, while also launching a new corporate brand campaign that focuses on its South African identity and acknowledges the role of South Africans in its global expansion and success. Unveiling a new corporate logo and campaign in Johannesburg on Friday, SAB Ltd managing director Tony van Kralingen said the company had spent nearly a year developing the new campaign, according to Business Day.

The new logo replaces the company's old beer tankard logo designed in the early 1980's with a modern semi-circular design.

"SAB Ltd is still the largest contributor to SABMiller's global earnings," van Kralingen noted.

"The growth and success of our current company is due in most part to the expertise, talent and energy of South Africans, many of whom now head up our international operations.

"Our new brand and campaign are part of a major drive to reestablish our South African roots and emphasise our commitment to South Africa."

Logistically, the new corporate identity will be implemented at SAB's 70 installations around South Africa, including its southern breweries and on nearly 500 vehicles.

13 July, 2004