SABMiller Looks to Expand Beer Sales in Latin America

Published By : 22 Jun 2015 | Published By : QYRESEARCH

Multinational brewing and beverage company based in the United Kingdom – SABMiller plc is figuring out how to increase the consumption of beer with meals among consumers. This effort is part of a larger plan to better sales in Latin America. More than one third of SABMiller’s earnings depend on this region. 

Beer in Latin America accounts for only 18 per cent of the beverages consumed at home and a mere 6 per cent of beverages consumed along with meals, based on figures released by the company. SABMiller is the second largest brewer in the world in terms of revenue, following Anheuser Busch InBev SA.

The effort by SABMiller to increase the consumption of beer at home is in keeping with its decision to improve sales in Latin America by around 3 per cent to 6 per cent over the course of the next three to five years. In the fiscal year that ended March 31, it has been found that Latin America is SABMiller’s most profitable market.

In order to achieve this improvement in sales, the London based brewer is aimed at selling more fruity and fizzy beer, beers with no or less alcohol, and large packs of drinks that are more affordable. The company is also hoping to get consumers drink beer more often by offering discounts and creating weekly events.

SABMiller said that it is also planning to target women by undertaking more thoughtful mixed-gender marketing strategies, promoting easy to drink beers that have a lower alcohol content, and ensuring affordable rates.

In March 2013, the London based brewer said that it was aiming for a rise in beer volumes of 4 per cent to 6 per cent in Latin America over the medium term. However, since then, it has only delivered an average of 1 per cent year over year growth.
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