US: SABMiller plans Central Europe launch

The world's second largest brewer SABMiller, formed out of a merger between south African Breweries and Miller Brewing last year, is planning to launch its Miller brand in Central and Eastern Europe, according to the company's managing director of European operations.

June 13, 2003

The world’s second largest brewer SABMiller, formed out of a merger between south African Breweries and Miller Brewing last year, is planning to launch its Miller brand in Central and Eastern Europe, according to the company’s managing director of European operations.

Speaking to the Wall Street Journal, Alan Clarke said the countries the brewer plans to reach next with Miller are Hungary, Slovakia, Romania, the Czech Republic, Poland and Italy.

The company plans to introduce Miller Genuine Draft as a sophisticated international premium brew, whilst trying t make it the liquid equivalent of America to attract a new generation of European beer drinkers.