At an investor seminar in London today, Alan Clark, Chief Executive SABMiller plc, outlined the company’s long term strategy for growth, including plans to expand beer’s appeal in mature markets. Nick Fell, Marketing Director SABMiller plc, covered the brewer’s plans to build a position for beer outside its traditional role as the favourite drink for men in pubs and bars, with flavours and styles that attract more consumers on more occasions.
Alan Clark said: “SABMiller has always been about strong growth and performance. To ensure we continue on this trajectory in the future, we’ve sharpened our strategy to focus on three key elements: driving superior topline growth, becoming more efficient and concentrating on the highest growth opportunities.
“Our long experience of operating in emerging markets means we are well-positioned to capture the opportunities from these high-growth markets. But in the more mature and fragmented markets, we need a new approach. We have a long-term vision to push out the boundaries of the beer category, appealing to more consumers on more occasions through innovation and challenging traditional perceptions of beer.”
Nick Fell said: “We know there’s untapped potential in beer and it’s time to change the image of beer as just a drink for guys watching sport. Why shouldn’t beer be a great choice with food or something that has much more appeal for women?
“Achieving this will take time but it can be done. Just look at coffee. What was previously a one-dimensional drink has become everything from an inexpensive cup of instant at home to a premium-priced speciality drink in a coffee shop with a huge range of exotic flavours and styles. We have the same opportunity and vision for beer.
“We are already seeing good results from strengthening our core lager brands and expanding our portfolios into new areas such as radlers, flavoured beers and ciders. Our new strategy for beer takes us further. We believe our unrivalled local market insights – as the most local of the global brewers – combined with our size and scale will allow us to really shape the future of beer in new and interesting ways.”