SABMiller wants to move beer beyond male consumers who watch sport

SABMiller wants to move beer beyond male consumers who watch sport

SABMiller is aiming to change the male-dominated image of beer and boost the number of social occasions when it is drunk.  

At a seminar in London today, Alan Clark, the group’s CEO, admitted a “new approach” is needed for beer in mature markets as they become more “fragmented”. “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,” he said.  

The company said it will target occasions such as evening meals, “informal mixed-gender" occasions, and “family” occasions. This will include a focus on styles such as radlers and wheat beers.

Nick Fell, SABMiller’s marketing director, added: “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.” 

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