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Johannesburg - South African Breweries denies there was
anything underhand in its communications with retailers about the new
returnable bottle for Amstel Lager, marketed by rival liquor company
Brandhouse.
It says it was merely explaining that the
Amstel "quart" bottle contains 12% less beer than the old bottle –
"part and parcel of a tradition of helping small businesses".
Earlier, Amstel launched a national
advertising campaign - Ask Why? - in support of its R10 recommended price
in bars. Other premium beers sell for about R12 for a larger bottle.
Brandhouse, which markets and distributes
Amstel, Heineken and Windhoek
premium beers, says SAB is trying to persuade taverners to sell Amstel at more
than R10 for the 660ml returnable bottle. If someone tries to charge you more,
says Brandhouse advertising, "Ask why".
In a statement, SAB said its communication
with retailers "has been designed to inform the market on the changes in
Amstel's new product, after Brandhouse downsized their quart bottle. At first
glance, the bottle is similar in size and geometry to the long-standing 750ml
package, but it contains 12% less beer.
"The recent conversations with
retailers explained how Amstel has changed, and how the maths presented by
Brandhouse is misleading. Simply put, SAB's assertion is that if the retailer
sells an Amstel quart bottle for R10, the retailer will be losing profit."
SAB strategy director Harald Harvey said:
"SAB has long worked with retailers to assist them in understanding the
economics and cash flow of their businesses but we in no way make the decisions
for them on selling our products or those of any competitor.
"SAB is in no way setting a price for
Amstel. Retailers determine their own price. What we have done is to show
retailers how a price point affects their margins. We subscribe fully to the
idea that competition, when allowed to flourish unimpeded by anticompetitive
practices, results in greater choice, innovation, higher quality and lower
prices for consumers."
SAB said it is committed to becoming a
model competitor in 21st-century South Africa and has adopted a
number of key principles to ensure it competes in a progressive, principled,
capable and passionate manner.
- Fin24.com