We acquired Miller Brewing Company in July 2002, giving the
group access, through a national player, to a growing beer market
with the world's largest profit pool, and at the same time diversifying
the currency and geographic risk of the group.
Since acquisition, we have commenced the integration of Miller
into the group, and we have made some important changes to the
management team. Norman Adami, previously chief executive of our
highly successful Beer South Africa business, was appointed as
president and chief executive in February 2003. Whilst a number
of tactical initiatives have been implemented in the period under
review, we are focused on developing our longer term strategy
and action plans to deliver value.
In the nine month reporting period, US beer industry volumes were
affected by low consumer confidence, a lacklustre economy, recent
world events, and poor weather, resulting in industry volumes
being level with those of the prior year. Total Miller volume,
after adjusting for a distributor stock reduction programme implemented
in March, was down 3.7% with domestic volume falling by 4.5% (6.2%
before adjustment). Certain of Miller's core brands have been
losing market share for a number of years. However, the rate of
decline increased over the past year and we believe this to be
due to a combination of factors including loss of management focus
on core brands following the introduction of four FMBs and some
understandable disruption during the transaction and subsequent
integration into SABMiller. Contract brewing volumes grew 3.6%
and international volumes grew by 6.6%.
EBITA, for the nine month period, of US$250 million, before exceptional
items of US$52 million, reflects the impact of the volume decline,
as well as negative brand, pack and geographic mix, increased
cost of raw materials and greater energy costs, partly offset
by higher selling prices. There were also a number of significant
one-time restructuring charges including costs associated with
the uplift and write-off of excess production of the FMB brands,
Sauza Diablo and Stolichnaya Citrona, and the reduction of four
and one half days of inventory held in distributor warehouses,
which together amount to US$40 million. A further US$16 million
of FMB launch costs, as reported in our interim results, were
also expensed during the year. Before taking account of the exceptional
and other costs referred to above, EBITA for the nine month period
was US$306 million.
A number of tactical initiatives have been implemented in respect
of Miller Lite and Miller Genuine Draft (MGD). New packaging for
Miller Lite was introduced at the beginning of this year and recent
advertising has attracted considerable consumer attention, particularly
with the 21-28 year old target audience. This increase in brand
visibility will be followed up with a clear repositioning of the
brand itself in the autumn of 2003. Supporting these brand initiatives
is the high quality of the Miller Lite product which has been
recognised and is evidenced by Miller Lite winning its third gold
medal at the 2002 World Beer Cup. Miller High Life enjoyed modest
volume gains, continuing the 2% per annum growth trend established
with the 1998 brand repositioning. Award winning advertising,
innovative packaging initiatives and a recent low calorie brand
extension have contributed to the success of this brand. We will
continue to invest behind this brand, building on our achievements
to date.
Skyy Blue has become the fourth largest spirits branded FMB in
the US with volumes totalling over 500,000 hls since its introduction
in April 2002. We continue to view the FMB segment of the market
as offering value and will invest appropriately behind our brands.
Exports and international sales of Miller brands, led by MGD,
continue to provide volume growth and stable income. We expect
to achieve further growth in this area through leveraging the
distribution network across the SABMiller group during the current
year.
Much work is being undertaken on rebuilding the Miller brands
and reshaping the portfolio. We will reposition the Miller trademark
based upon extensive in-depth consumer research and mapping, with
the first elements of the new architecture becoming visible in
autumn 2003. We will, during the next 18 months, also be implementing
initiatives to strengthen sales and distribution based upon our
experience in other parts of the SABMiller group. These initiatives
include prioritisation of local markets, improved channel management,
strengthening and reorganising our sales force and improved management
of distributors.
It will take time for the benefits of the brand repositioning
and sales and distribution initiatives to become evident. However,
we have identified opportunities to reduce costs over and above
those included in the US$50 million of synergies described
at the time of the acquisition. Importantly, we are also upgrading
the performance management systems across the organisation and
will be taking appropriate actions to implement a productivity
and cost reduction programme.
Miller profitability will be impacted over the next two to three
years by the current volume declines, adverse mix effects and
the ongoing restructuring and reorganisation necessary to establish
our platform for growth, although we are confident that our efforts
will deliver shareholder value in the medium term. For the current
financial year, we expect that EBITA, pre exceptional and before
restructuring and reorganisation costs, will be trending lower
than comparable previous periods.