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Hawko and Singo Toast a New Bluetongue Brew

2 August 2010

The first Bluetongue Beer comes off the line at its new brewery signalling increased choice for Australian consumers


Thursday 29th July 2010; Jennifer Hawkins and John Singleton toasted the first Bluetongue Premium Lager coming off the packaging line at the new $120 million Pacific Beverages-owned brewery on the Central Coast today.

Bluetongue Brewery started brewing its first batch just weeks ago. The brewery has taken just 18 months to become operational and boasts global state-of-the-art brewing technology.

Since being established just four years ago, Pacific Beverages has cornered approximately 10 per cent of the Australian premium beer market and the Bluetongue Brewery is designed in a modular format to allow for expansion as the company continues to increase its market share in Australia. The brewery has an annual capacity of 50 million litres, equivalent to about 6.5 million cases, and is easily expandable to 150 million litres over time.

Terry Davis, Chairman of Pacific Beverages and Group Managing Director Coca-Cola Amatil said, "The partnership between Coca-Cola Amatil and SAB Miller, one of the world's most successful brewers in our joint venture, Pacific Beverages, gives us access to some of the world's finest beer brands as well as access to brewing technology that has not been seen in Australia before now".

John Singleton said, "It is an exciting day for the Bluetongue brand and signals the expansion of a great local Newcastle beer. Today's roll out of fresh Bluetongue off the line is a credit to the integrity of Bluetongue brand, its quality, taste and drinkability. We were so excited to have Jen taste the first Bluetongue with us today - like our beer Jen is another great Newcastle export".

Jennifer Hawkins said, "I am thrilled to support a local brand and see the impressive potential of the Bluetongue Brewery. I know it will become a proud landmark in my local region".

Peter McLoughlin, CEO of Pacific Beverages said, "Pacific Beverages has created a state-of-the-art brewery, which has the flexibility to brew a variety of beers ranging from traditional European lagers to modern American and Australian beer styles in a sustainable manner.

"The new Bluetongue Brewery has been engineered for taste, quality and flexibility. We have brought in technologies that no one in Australia is utilising, such as sterile filling which means our beers are not heat pasteurised, and results in that wonderful brewery fresh taste. Exactly how the brewers like to drink it - straight from the tank."

As well as the capability to fill 13 bottles a second, Bluetongue Brewery will be also be kegging draught beer. This gives the brewery the potential to secure a foothold in the draught beer market, which accounts for a significant portion of beer consumed in Australia and allows more consumers to try and enjoy Pacific Beverages' portfolio of premium brands.

McLoughlin said, "Bluetongue Brewery has been specifically designed and constructed with flexibility in mind. We will be able to produce the majority of brands in the SABMiller global portfolio, to quickly identify trends, to stay ahead of the market and create real innovation in beer that will excite and delight our Australian consumer. True innovation will also come to the draught market, as we shake up the traditional draught arena with new offers and ensure our products are available to consumers and customers throughout Australia."

Bluetongue Brewery is the first new brewery to be built in NSW in 40 years and is now its second largest brewery. The brewery will also be one of the most environmentally sustainable breweries globally. The sustainable initiatives focus on six key areas: water and energy consumption, product packaging, waste generation (water and solids), atmospheric emissions and considered land use.

Alana Stack: / 02 9368 4502 / 0412 859 410

About Bluetongue Brewery
Bluetongue Brewery was founded in 2003 by four entrepreneurs who set out to create a premium Australian beer with the iconic stamp of their local region. The original Bluetongue Brewery was located in the Hunter region at Cameron Park, where a team of passionate local brewers oversaw the creation of the Bluetongue range of beers. After being purchased by Pacific Beverages in 2007, the brand continues to grow in popularity. Pacific Beverages, the joint venture Company formed by one of Australia's largest non-alcoholic beverage companies Coca-Cola Amatil (CCA) and global brewer SABMiller, has invested $120 million into the construction of the new brewery which will be fully operational by mid 2010. The $120 million Bluetongue Brewery, which will have an initial annual capacity of 50 million litres, expandable to 150 million litres over time, will be the State's second largest brewery.

About Pacific Beverages Ltd
Pacific Beverages, a joint venture between CCA and SABMiller, was formed in 2006 and began importing, selling and distributing premium beer brands, including Peroni Nastro Azzurro, Miller Genuine Draft and Pilsner Urquell, joined later by Miller Chill and Grolsch. In December 2007 Pacific Beverages acquired Bluetongue Brewery and its stable of Australian premium beers, including Bluetongue Premium Lager. In its four year history, Pacific Beverages has grown market share of premium beer in Australia from 3.6% to approximately 10 %.

About SABMiller
SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products. In the year ended 31 March 2010, the group reported US$3,803 million adjusted pre-tax profit and group revenue of US$26,350 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

About Coca-Cola Amatil (CCA)
CCA is one of the largest non-alcoholic beverage companies in the Asia-Pacific region and one of the world's top five Coca-Cola bottlers. CCA operates across 5 countries - Australia, New Zealand, Indonesia, Fiji and Papua New Guinea. In the past 9 years CCA has diversified its portfolio of products to include water, sports drinks, energy drinks, fruit juices, flavoured milk, coffee, iced teas and SPC Ardmona packaged fruit and vegetable products and fruit and cereal bars.
CCA produces the Australian market's number one cola brand - Coca-Cola; Australia's two top-selling non-sugar colas, Diet Coke and Coca-Cola Zero; the number one bottled water brand, Mount Franklin and the number one sports beverage, Powerade.
CCA entered the premium alcohol market in Australia in August 2006, when it announced the formation of Pacific Beverages, its 50:50 joint venture with global brewer SABMiller, to market and distribute premium beers Peroni Nastro Azzurro, Miller Genuine Draft, Miller Chill, Pilsner Urquell and Grolsch in Australia and New Zealand.

This is a SABMiller subsidiary news release, first published in its local market on [29/07/2010].

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