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UK: SABMiller unveils European expansion plan

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SABMiller will set up new businesses in Sweden and Austria as part of a plan to significantly expand export beer sales in Europe over the next five years.

SAB announced today (25 July) it also intends to expand existing facilities in France and Spain. Once in place, the operations will form an export network able to supply nearly every country within Europe.

 

The facilities will allow SAB to save on costs while also targeting growing demand for higher value, imported beers in an otherwise mature European beer market.

 

An SAB spokesperson told just-drinks the strategy was "a lot more cost effective" than building a brewery in target countries.

 

The UK-listed brewer said the move followed the "significant success" of more established operations in Germany and the UK, led by the Pilsner Urquell and Peroni Nastro Azzurro brands respectively.

 

Sales of beers exported to other European countries have grown 24% per year for the last five years to more than 2.5m hl, SAB said.

 

The most popular of SABMiller's brands marketed within Europe are: Pilsner Urquell, which has become the largest imported premium/super-premium beer by volume in Germany; Peroni Nastro Azzurro, which is now the UK's fastest growing premium lager; and Miller Genuine Draft, which is the volume and value leader within the premium segment of the Turkish beer market.


Sectors: Beer & cider

Companies: SABMiller

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