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SABMiller to Bring Dreher to South African Premium Market |
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Friday, 05 September 2008 |
Johannesburg, South Africa -- SABMiller, the world's second-largest brewer, will introduce a new premium brand, Dreher Premium Lager, in October.
The group sees sustainable opportunities in the premium market, even though the sector's growth has softened recently. The new brand follows the successful introduction of Grolsch into the South African market.
As part of its European expansion, SABMiller purchased the rights to the Dreher brand in 1993. South African Breweries would brew Dreher Premium Lager under licence in SA as an extension of the Dreher range of beers.
"This is testimony to our commitment to continue providing the right brand portfolio for our customers and great brand choices for consumers," SAB MD Tony van Kralingen said.
"The introduction of Dreher is part of our long-term strategy to provide consumers with diverse and interesting alternatives that will appeal to the premium beer target market," he said.
Van Kralingen said Dreher offered an exceptional beer-drinking experience that would give consumers of premium brands a competitive and accessible alternative.
"The beer market has historically been resilient in tough economic times and it is likely to perform similarly in the current economic climate," he said.
SAB's marketing director, Ian Penhale, said the brewer based the introduction of new brands on consumer-based insights and assessments of potential opportunities.
"In the case of Dreher, we determined that there was an opportunity to provide a midpriced brand for discerning consumers who appreciate the craftsmanship inherent in premium-quality brews. Dreher is a smooth, finely flavoured lager with a typically European full-malt recipe and distinctive brewing style," Penhale said.
The lager-style beer was triple-hopped, with three types of hops added at different stages of the brewing process, resulting in a distinctive aroma, flavour, and fine bittering, he said.
Dreher Premium Lager is described as an easy-drinking full-malt lager with a 5% alcohol content by volume. It will be available in 350ml nonreturnable bottles through on-trade and off-trade premises.
The brand will be heavily supported through an extensive TV, radio and outdoor campaign, as well as in-store promotions and events.
This brings the total number of premium brands in the SAB stable to seven, and its total brand portfolio to 16. SAB has grown its brands portfolio more than 60 percent since 2000.
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