SOUTH AFRICA: SAB steps up Brandhouse war of words

By | 18 June 2010

SABs dominance threatened by Diageo, Heineken

SAB's dominance threatened by Diageo, Heineken

SABMiller's South African Breweries business has said it feels "aggrieved" after the country's advertising watchdog rejected its complaint against Diageo and Heineken's Brandhouse subsidiary.

South African Breweries confirmed today (18 June) that it will appeal last week's ruling by the Advertising Standards Authority.

The brewer said it felt "aggrieved" by the ASA's ruling that Brandhouse was right to claim that retailers could make more profit through selling 660ml bottles of Amstel rather than 750ml bottles of SAB's Carling Black Label.

SAB said it was "deeply concerned" at the ASA ruling and that continues to consider Brandhouse's claim as "misleading" for retailers.

Brandhouse owners Heineken and Diageo recently opened a ZAR3.5bn (US$473m) brewery on the outskirts of Johannesburg in an effort to capture share in Africa's largest beer market.

SAB saw volume sales fall by 1% for the 12 months to the end of March, but still constitutes nearly 89% of the South African beer market.

Norman Adami, chairman and MD of SAB, said last month that the group will "not be outspent".

Sectors: Beer & cider, Marketing – advertising & promotions, The on-trade

Companies: Heineken, Diageo, SABMiller

View next/previous articles

Currently reading -

SOUTH AFRICA: SAB steps up Brandhouse war of words

There are currently no comments on this article

Be the first to comment on this article

Related articles

US: Diageo and Bacardi to team up for Beam Global?

Bacardi could emerge as the supporting actor for Diageo's tilt at Beam Global Spirits & Wine, according drinks analysts.

Focus - Scotch Whisky Industry Gets Behind SWA Environmental Strategy

In its Environmental Strategy Report 2010, the Scotch Whisky Association (SWA) provides what it believes to be 'the most detailed dataset' of environmental impacts of any industry. In an exclusive interview with just-drinks, Julie Hesketh-Laird, the SWA's operational and technical affairs director, spoke with Ben Cooper about what has happened since the strategy was launched 18 months ago.

just the Round-up - The week in drinks

The top ten stories published on just-drinks this week:

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page