SABMiller logo


SABMiller’s South African business gears up for 2010

2 March 2010

The South African Breweries (SAB), SABMiller plc's South African subsidiary, has today outlined details of its preparations to welcome football fans and ensure the country is fully stocked and supplied with beer during the forthcoming FIFA World Cup tournament.

With an estimated 450,000 visitors expected to visit South Africa and an anticipated 4-6% increase in demand for beer over the five week World Cup period, the brewer is finalising detailed plans to make certain that the country is well stocked and supplied.

Through its flagship brand, Castle Lager, which is the premier sponsor of Bafana Bafana, SAB will rally South Africans to get behind their national team in the run up to the tournament and beyond.  A series of Castle initiatives will be unveiled in the lead up to the tournament, aimed at building national pride and bringing to life the spirit of the host country. Once the tournament begins, Castle Lager will give visiting fans a taste of true South African hospitality.

Alastair Hewitt, SAB Ltd's Marketing Manager for 2010 said: "While it's difficult to predict how much extra beer will be consumed, we estimate at this stage that we will sell an additional 17.6 million pints of beer during the five week World Cup period. This is over and above the normal consumption during June and July. Our plans are in place to accommodate this increase, so football fans can relax, there will be plenty of beer."

While some South Africans and visitors will support the soccer matches at the official stadiums, the majority of people are expected to watch the games at home, in sports bars and taverns as well as in fan fests and viewing sites around the country.
In terms of its plans to ensure the country is well stocked, SAB will:

1. Increase its brewing in April and May ahead of the event to ensure there is reserve stock

2. Ensure that the taverns on route to and from the stadium are well-stocked

3. There will be refrigerated vans with stock on standby in key match areas to replenish fridges and ensure that thirsty fans can always get an ice cold beer

4. All 7 breweries will be well equipped to manage any shortages 

5.  Dedicated telephone numbers will be set up whereby customers can dial in should they require emergency supplies
"We are extremely excited about the opportunity that hosting the FIFA World Cup offers the country and we are looking forward to hosting the world on our home ground. We see ourselves as the unofficial national hosts to visitors and want them to experience South Africa as South Africans do, by introducing them to our customs our culture and our beer," concluded Hewitt.


Notes 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 Grolsch,
Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the largest bottlers of Coca-Cola
products in the world.

In the year ended 31 March 2008, the group reported US$3,639 million in adjusted pre-tax profit and revenue of US$21,410 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.


Bianca Shevlin

Corporate Media Relations Manager

Tel: +44 20 7659 0172

Back to news index


Share to...

  • Facebook
  • Twitter
  • LinkedIn
  • Delicious
  • Stumbleupon
  • Reddit
  • Digg
  • Yahoo
  • Google