SABMiller chooses Peru to become first market in South America to welcome Miller Genuine Draft
2 July 2010
Today, SABMiller announces that Peru will be the first market in South America to begin selling its iconic Miller Genuine Draft brand. The arrival of the brand will see SABMiller increasing its super-premium lager offering in the country.
Miller Genuine Draft is now available in 72 countries around the world and has become the most sold beer in SABMiller's portfolio of global brands.
It is anticipated that Miller Genuine Draft will be popular with Peruvian consumers because of their strong connection with American heritage and iconography. In addition, Miller Genuine Draft's light, crisp and refreshing flavour profile will appeal to local tastes and complement SABMiller's existing portfolio in the country which includes Cristal, Cusquena, Pilsen, Barena and Peroni Nastro Azzurro.
Alex De la Melena, International Brand Manager at SABMiller's Peruvian subsidiary, Backus, comments: "We are delighted to be the first country within our South American operations to welcome Miller Genuine Draft. Its cosmopolitan, super premium offering will be a first for Peru and we are confident that the brands combination of ingredients and legendary reputation will resonate perfectly with target consumers."
The brand will target 18-29 year old male and female consumers and will initially be launched to selected bars, restaurants and nightclubs in Peru's capital city, Lima. Miller Genuine Draft will be positioned as ‘an icon of cosmopolitan cool' whilst also utilising the brand's global ‘Be Part of it' positioning that encourages consumers to become part of a magical moment in the night, when the brand becomes synonymous with energy, music, friends and glamour.
Miller Genuine Draft's smooth, refreshing flavour is a result of rigorous selection of only the finest ingredients and a unique brewing and 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 remove any remaining impurities.
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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