SABMiller in exclusive deal: Grolsch and Miller Genuine Draft to be served on-board Virgin aircraft
10 December 2010
In 2011 passengers flying with Virgin Atlantic will be able to enjoy two of SABMiller's global beer brands whilst in the air, following an exclusive deal to serve Grolsch and Miller Genuine Draft on-board Virgin Atlantic.
The distribution and marketing agreement will see also Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Miller Genuine Draft listed in the iconic Virgin Atlantic Clubhouses at Heathrow and Gatwick airports. For the nearby future, there is an intention to extend the partnership to other Virgin enterprises as well.
Chris Taylor, SABMiller's Group Global Brands Director said: "Virgin Atlantic has a reputation for delivering a great customer experience to travellers and we're delighted that our international brands will be a part of that experience. Their emphasis on quality and innovation make them ideal partners for our beer brands."
Since it was founded in 1984, Virgin Atlantic Airways has become one of the world's leading airlines and now flies to 32 destinations worldwide. The airline has pioneered a range of innovations setting new standards of service.
Virgin Atlantic's Sales and Marketing Director, Paul Dickinson, said: "Virgin Atlantic is always seeking out new ways to enhance the passenger experience and of course that includes the beers we serve onboard. The SABMiller international portfolio is of the highest quality and has many brand values that resonate with our own. We chose Grolsch because it's a top notch, slightly maverick brand and Miller Genuine Draft because it's a very versatile drink and is the ideal accompaniment to any style of food. We look forward to our passengers' feedback and to a long alliance with SABMiller."
Note to editors
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.
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