South Africa: Miller Genuine Draft to be sold now in South Africa exclusively by Heineken
Miller Genuine Draft, a brand SAB launched in South Africa in 2004 after acquiring the US's Miller Brewing Company, will now be sold in South Africa exclusively by Heineken, the MD of Molson Coors’ South African operations, Ruud van den Eijnden, was quoted as saying by Times Live on March 7.
The South African theatre turned vicious after Heineken refused to allow SAB to continue selling its "green bottle" brand Amstel in retaliation for SAB entering South America.
The fighting escalated when Heineken attacked SAB in its backyard by building Sedibeng brewery.
SABMiller's divorce from MillerCoors so as to marry Anheuser-Busch InBev appears to have freed its former US partner to form new alliances.
Molson Coors International CE Stewart Glendinning said on March 6: "We have welcomed the world-famous Miller family of brands into our business globally and are, therefore, pleased to partner with Heineken SA, a key player in one of the world's largest beer markets by volume."
Heineken said: "We believe that the Miller Genuine Draft brand perfectly complements our existing brand portfolio and will help to grow our business in SA."
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