E-Malt.com News article: South Africa: SABMiller announces investments in FIFA Soccer World Cup

The South African Breweries Limited (SAB) has invested an estimated R170-million to ensure the upcoming FIFA Soccer World Cup is a world class spectacle, the parent company reported on May, 11.

These funds have been invested in infrastructure in SA's townships; Castle Lager campaigns and marketing in support of the World Cup; and a number of packaging innovations.

SAB recently reached an agreement with FIFA and the host cities to provide beer at the FIFA Fan Fests during the tournament. The agreement follows a recent decision by Anheuser-Busch Inbev, the brewer of Budweiser which is the official beer sponsor of the 2010 World Cup, not to take up the opportunity of providing beer in the Fan Fests, although they will be using their pouring rights within the stadiums.

Besides supplying beer to the fan zones, SAB has a comprehensive plan in place to ensure that the country is fully stocked and supplied with beer during the tournament.

SAB estimates it will sell an additional 100 000 hectolitres of beer during the five week World Cup period, which equates to 30-million x 340ml beers. This is over and above normal consumption during the June/July period.

SABMiller Plc has also patented an easy-to- open beer can that converts into a drinking cup when the top has been removed, part of an effort by the world’s second-largest brewer to reduce waste and violence at sporting events.

The container will be introduced at the World Cup. The company plans to expand the use of the can at sporting events in the U.S. and Europe.

The fully recyclable can will help cut back on potential “missiles” that belligerent spectators sometimes throw during events because it can be used to get refills once opened, Norman Adami, the managing director of SABMiller’s Johannesburg-based unit, said. It will also decrease the use of glass and plastic at stadiums where beer is poured into glasses, he said.

The 440-milliliter (13-ounce) can will be sold under SABMiller’s Castle Lager brand, typically aimed at the low- to middle-income market, Adami said.



12 May, 2010