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CAGE 2015: SABMiller ups focus on "multi-country" roll outs

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SABMiller is to move away from one-country beer brands as they “slow down” the company, its CEO has said.

SABMiller CEO Alan Clark said locally-sourced innovations were expensive

SABMiller CEO Alan Clark said locally-sourced innovations were expensive

Speaking at the Consumer Analyst Group Europe (CAGE) conference in London today, Alan Clark said the new strategy will replace SABMiller's previous focus on “developing local country solutions”, which he described as “sometimes impractical, complex and very expensive”.

Clark added: “Frankly, it slows down the organisation.”

Under the plan, SABMiller will replicate recent launches, such as Flying Fish in South Africa. Flying Fish, a flavoured beer, was launched in the market in 2013 and quickly rolled out to five other African countries.

“You've seen multi-country rollouts in the past couple of years,” Clark said. “There will be more and more of that.”

SABMiller has long prided itself on building local beer brands instead of global ones. In today's presentation, Clark highlighted his company's range of locally-targeted beer products, including Hero in Nigeria.

Clark also told analysts today that SABMiller will continue to penetrate the wine and spirits categories as it follows up brands such as Miller Fortune with new innovations.

“We are determined to find success in that,” Clark said.

Miller Fortune was launched in the US last year through SABMiller's JV with Molson Coors, MillerCoors. The 6.9% abv golden lager is aimed at stealing back share from the spirits category.

SABMiller's presentation to Consumer Analyst Group of Europe can be found here.


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