SABMiller's Miller Brewing Imports SABMiller Brands from Europe and South America Into the US
Miller is tapping SABMiller’s rich international portfolio of some 150 beer brands and will target the larger expatriate communities in North America, reflecting the growing internationalisation of US consumer preferences.
10/10/06 SABMiller plc, the leading global brewer, announces that its US subsidiary, Miller Brewing Company, will import a number of leading SABMiller brands from Europe and South America into the US from next year. The new initiative is intended to capitalise on the dramatic growth of imported beers in the US market in the last 2 years.
Miller is tapping SABMiller’s rich international portfolio of some 150 beer brands and will target the larger expatriate communities in North America, reflecting the growing internationalisation of US consumer preferences. From January 2007 Miller will begin importing Águila, Colombia’s leading lager; and two Peruvian brands, the best selling local beer, Cristal; and the premium beer Cusqueña, which originates from the legendary Inca city of Cuzco. All three brands will target South American populations in areas such as Florida and New York.
In addition, Miller will expand the distribution of Tyskie, the largest beer brand in Poland and winner of the Gold Medal and Grand Prix awards at Brewing Industry International Awards in London in 2002 and Munich in 2005. Tyskie will be targeted at the estimated 6 million Polish-Americans located in areas such as Chicago and New York.
Commenting on the move, Tom Long, President and CEO of Miller Brewing Company, said:
“In contrast to some of our other larger competitors, Miller is fortunate to have access to such a deep portfolio of international brands. While Miller’s two import priorities will remain expanding Peroni Nastro Azzurro and Pilsner Urquell distribution, we intend to look at developing further opportunities in the area over time.”
Increasing social diversity in the US, coupled with growing interest from retailers in world beers, is translating into the accelerating fragmentation of the US beer market. According to The Beer Institute in the US, imports have grown 11.3 percent in the twelve months to July 2006. In 2005, the US imported beer category grew by 7.2% to represent approximately 12.4% of the total US beer market, selling 25.6 million barrels.
