"What can I get you to drink?" 

This question is asked thousands of times a day, all over the world. It’s a question we’ve been answering since we started brewing beer for thirsty miners in the Johannesburg gold rush of the 1890s.

Now we are posing a question of our own – “Where next for beer?”

Our film, Beer untapped, addresses this question and the title reflects our belief that there is huge untapped potential in beer… and that now is the time to realise it.


As the film explains, we believe there is a major opportunity to increase beer’s appeal, including in the world’s more developed markets.

We are starting by pushing the boundaries of beer, making it more attractive to women and ensuring that we explain to consumers how varying brews can be matched to different occasions to maximise enjoyment. 

It’s time to change the image of beer as just a drink for guys watching sport. Why shouldn’t beer be a great choice with food, or something that has much more appeal for women?
Nick Fell |Group Marketing Director

Nick believes beer has something to learn from the coffee boom of recent decades: “What was previously a one-dimensional drink has become everything from an inexpensive cup of instant at home to a premium-priced speciality drink in a coffee shop with a huge range of exotic flavours and styles. We have the same opportunity and vision for beer.”

Our Group Chief Brewer, Katherine Smart, points out in the film how beer has a gravitas and tradition that is lacking in most other drink styles. 

As the brewer of world-famous brands like Pilsner Urquell, Peroni Nastro Azzurro and Miller Genuine Draft, we know our craftsmanship in producing Pilsner-style beers is unmatched. And now we are looking to extend into more areas, to produce a broader range of beers.

“We are looking to apply our excellence in the Pilsner tradition to other styles… and focus on wheat [beers], ales and stouts,” says Katherine. “As we move into these spaces, we are creating some very, very interesting brands.”

Beer has some wonderful natural ingredients, flavours and aromas. There are more than 200 hop varieties. The beer industry uses less than 15% of those.  The world’s oldest drink can be reinvented in many new ways if we set free unexplored flavours and styles.

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