SABMiller launches Miller Genuine Draft in Colombia
23 July 2010
SABMiller today announces that it will be launching its international premium brand, Miller Genuine Draft, in Colombia. Earlier this month the brand was also launched into the Peruvian market.
Miller Genuine Draft (MGD) is already drunk by consumers in 73 markets around the world and the launch in Colombia will ensure that SABMiller further strengthens its global international premium offering.
Colombia was chosen because its consumers are becoming increasingly cosmopolitan and look for unique and relevant brands with which to associate. In addition, Miller Genuine Draft's smooth and refreshing flavour profile will appeal to local tastes and complement SABMiller's existing portfolio in the country which includes Águila, Águila Light, Club Colombia, Poker, Pilsen, Costeña, Redd's and Peroni Nastro Azzurro.
Jorge Iván Correa, Global Brands Director at SABMiller's Colombian subsidiary, Bavaria, comments: "The launch of this iconic global brand is part of our strategy to continue to develop the international premium lager market in Colombia. Because of the way Miller Genuine Draft is made, the way it tastes and the way it looks, it will serve as the perfect accompaniment to the exciting social scene and energy we see in the country's great cities."
The brand will target socially active 18-29 year old male and female consumers and will be initially launched in sites in the urban areas of Bogota, Occidente, Costa and Medellin. MGD will be positioned as ‘an icon of cosmopolitan cool' with initial marketing activation including innovative use of social media and selective press advertising.
Miller Genuine Draft's smooth, refreshing flavour is a result of rigorous selection of only the finest ingredients and a unique brewing and cold-filtration process. After brewing, the beer is immediately cooled to around 35 degrees Fahrenheit then filtered four times. During the final filtration, the ice-cold beer is run through ceramic filters to give Miller Genuine Draft its rich golden glow.
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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