The group's strategy within each market is to provide a full portfolio of brands with offerings at each point on the price ladder. Between local mainstream beers, which make up the vast majority of sales in most markets, and top-end international premium brands, SABMiller is finding attractive opportunities for local premium brands. More affordable than international premium brands, the concept trades on local provenance and pride and widens the choice for aspiring consumers wanting an affordable luxury.
Local premium brands have proved very successful in Europe and Latin America and the same concept is now being applied in Africa.
SABMiller's strategy for local premium brands in Africa is to make each brand unique as 'the premium beer from here' while positioning its brands on the basis of common insights and taking a shared approach to marketing and advertising. That works because local premium brands tend to be drunk for the same reasons on the same occasions by similar types of consumer. Success lies in combining cross-border skills and the benefits of scale with a distinctive local twist in each market.
Local premium brands in Africa have grown by 80% compared with the prior year. The star has been Mozambique's Laurentina Preta, up more than 80%, with other strong performances from Maluti in Lesotho and Ndovu in Tanzania. The recent launches of Nile Gold (Uganda), Mosi Gold (Zambia), Sebebe (Swaziland) and Laurentina Premium (Mozambique) have all been well received.
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