UK & South Africa: SABMiller completes brand agreement with Scottish & Newcastle
SAB Miller announced on January 27 that its operating subsidiary MILLER BRANDS will complete the planned take back of control over the marketing and distribution of its international premium brands in the UK which include Peroni Nastro Azzurro, Pilsner Urquell, Miller Genuine Draft and Castle Lager.
As of 29 January 2006, Scottish & Newcastle plc will transfer the marketing and distribution responsibility for Miller Genuine Draft and the distribution responsibility for Peroni Nastro Azzurro for off-trade retailers to MILLER BRANDS. Scottish & Newcastle will continue to contract brew Miller Genuine Draft and manage the ‘Miller Beer’ brand under licence in the UK.
This announcement comes at a time of growing momentum for SABMiller’s brands in the UK with notable success in innovative brand marketing campaigns helping to boost the performance of Peroni Nastro Azzurro.
This completion of the agreed handover enables MILLER BRANDS to take a fresh approach to the promotion of Miller Genuine Draft in the UK. Following on from the successful VIP campaign in 2005, a high-profile brand re-launch is planned for March 2006 commencing in the key Scottish market. MILLER BRANDS intends to double the marketing investment behind Miller Genuine Draft in 2006 and make further brand investment behind Peroni Nastro Azzurro.
Gary Whitlie, Managing Director of MILLER BRANDS said;
“This represents the conclusion of MILLER BRANDS taking back SABMiller’s key brands in the UK and importantly now enables us to build direct relationships with all our customers and consumers. We are excited about the next stage of MILLER BRANDS evolution and believe we have the optimal platform from which to best serve customers and support our premium brand initiatives in the UK.”
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five continents. The group’s brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands. Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2005, the group reported US$2,194 million pre-tax profit and a turnover of US$14,543 million on a UK GAAP basis. SABMiller plc is listed on the London and Johannesburg stock exchanges.
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