13 June, 2003

SABMiller Plc, the world's second-largest brewer, plans to sell its “Miller Genuine Draft” beer brand in Central and Eastern Europe, The Wall Street Journal reported on June 13. The brewer plans to introduce the brand in Hungary, Slovakia, Romania, the Czech Republic, Poland and Italy, said the company. "We want to emphasize the youthful exuberance of the Miller brand and its sense of freedom," Alan Clark, managing director of SABMiller's European operations, told the newspaper. Miller Genuine Draft, a popular beer in the United States, is already available in Germany, Russia and United Kingdom, The Journal stated.

SABMiller, formerly South African Breweries, bought Miller Brewing Co. last year from Philip Morris Cos., now Altria Group Inc., for $5.6 billion. The deal doubled its global market share and gave it a foothold in the lucrative U.S. market. But despite snazzy new packaging and a sex-fueled television advertisement featuring Pamela Anderson, the beer brand's sales have fallen nearly 5% in the U.S., where it continues to trail products from rivals Anheuser-Busch and Adolph Coors Co.

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