News

US: SABMiller closes Sparks, Steel Reserve buy

Most popular

just-drinks meets Beam Suntory CEO Albert Baladi

What does the future hold for Champagne? - Focus

The just-drinks analyst returns

just-drinks speaks to Beam Suntory CEO - Part II

The next chapter for Scotch has its challenges

MORE

SABMiller has closed its acquisition of US brands Sparks and Steel Reserve after US competition authorities cleared the deal.

The brewing giant announced the US$215m deal last month after striking an agreement with the brands' owner and long-time SABMiller contract brewing partner, McKenzie River Corp.

Sparks is a citrus-flavoured beer-based drink infused with caffeine, taurine, guarana and ginseng. The brand, which has seen sales more than double in two years to 317,000 hectolitres, will compete head on with products from Anheuser-Busch, including B(E) and Tilt.

Steel Reserve, a stronger, fuller flavour brand brewed for a minimum of 28 days, saw sales leap by 35% between 2003 and 2005 to 1.6m hectolitres.

Tom Long, recently-appointed president and CEO of SABMiller's US arm Miller Brewing, said: "We acquired these two fast growing brands to improve our portfolio mix and increase our overall profitability. Importantly, the new product development relationship with McKenzie River president Minott Wessinger will further expand our innovation capability and expertise."


Sectors: Beer & cider

Companies: SABMiller

Related Content

 Top US Brewers in 2018 - The facts

Top US Brewers in 2018 - The facts...

Top US Brewers in 2017 - The facts

Top US Brewers in 2017 - The facts...

Top US Brewers in 2016 -The facts

Top US Brewers in 2016 -The facts...

SABMiller, Anheuser-Busch InBev transaction 'likely' - Analysis

SABMiller, Anheuser-Busch InBev transaction 'likely' - Analysis...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?