E-Malt.com News article: South Africa: SABMiller sells more than expected during Soccer World Cup

South African Breweries, the local subsidiary of the world’s second-largest brewer SABMiller plc, said its sales volumes during the Soccer World Cup were slightly ahead of expectations, Business Day reported on July, 16.

SAB said volumes for the five- week World Cup period came in slightly ahead of the original estimate of 100,000 hectolitres.

SAB sold an additional 130,000 hectolitres, which equates to 44- million 340ml beers. This was over and above normal consumption during the June-July period.

The increased sales took place across SAB’s portfolio of products, with Castle Lager and Castle Lite proving particularly popular, along with Hansa and Carling Black Label. Of the international premium brands, Grolsch, Millers and Peroni resonated well with foreign visitors as well as local supporters, with the draught offering selling well.

“This extra volume will support SAB’s financial results for the first quarter of 2010, which were otherwise restrained by Easter timing and the cold weather,” SAB said.

SAB runs seven breweries and 42 depots in SA with an annual brewing capacity of 3.1 billion litres.

SAB MD Norman Adami said SAB had implemented a detailed plan to ensure the country was well supplied. He said SAB had recognised the opportunity the Cup presented for the country, and decided to make a substantial contribution to the event, despite not being an official sponsor.

This resulted in SAB investing about R170 mln in the tournament.



16 July, 2010