SABMiller extends Miller Genuine Draft to England and Wales

SABMiller extends Miller Genuine Draft to England and Wales

SABMiller is to launch Miller Genuine Draft in England and Wales, backed by a heavyweight advertising campaign.

The brewer's UK subsidiary, Miller Brands, said this week that it will support next month's launch with a multimillion pound campaign entitled 'Tonight, It's Miller Time'.

"With the prospect of higher cash margins versus other premium packaged lagers, the launch provides a valuable new profit opportunity for retailers in the on-trade," said the group. Miller Genuine Draft has already performed well in Scotland, where it is now one of the best-selling lagers in the country's on-trade.

Miller Brands said that its marketing campaign will include television and outdoor advertising. It is particularly targeting nightspots in major cities, beginning with an eight-week campaign across night clubs in Leeds, Liverpool, Manchester and Newcastle.

In SABMiller's last fiscal year, to the end of March, its lager sales by volume rose by 23% in the UK, against a beer market that declined in every quarter bar one.