Johannesburg - The domestic beer market is sizing up for war after Heineken Group last week officially unveiled its R3.5bn Sedibeng brewery, south of Johannesburg.
According to analysts, the Sedibeng plant will enable the Dutch brewer, which produces Heineken and Amstel, to compete in the market for returnable bottles and dramatically change the beer market, especially in the urban township market.
Analysts describe the looming battle as a tussle between two half-ton gorillas. Sadly, there is no expectation that cheaper beer is in the offing.
Returnable bottles are very popular in South Africa owing to their cost benefit. In essence, they allow consumers to receive a deposit after use and are therefore more attractive to buy.
Although mainstream bands traditionally come in 750ml sizes, Amstel's 660ml returnable bottle is aimed more at the premium market.
The use of returnable bottles also makes it more difficult for other beer rivals to enter the market because they require efficient logistical systems to compete, said James Easterbrook, an analyst at RMB Morgan Stanley.
Ever since Heineken withdrew SAB's licence to brew Amstel in 2007, the brand has been imported and it was impossible to sell it in returnable bottles.
Now, the two brewers are facing each other on an equal footing, although the expectation, said Easterbrook, is that brewers will remain rational over pricing so consumers won't necessarily benefit.
With prices not having risen while Amstel was imported at considerably higher expense, there is no expectation that changes - other than normal price increases - was on the cards, said Brandhouse spokesperson Priscilla Singh.
Brandhouse is a joint venture between Heineken, another brewer Diageo, which owns Guinness; and Namibian Breweries, which owns Windhoek. It represents these brewers in South Africa's returnable bottle market.
War extends to ads
The fray may not involve prices, but SAB and Brandhouse are already locked in battle at the Advertising Standards Authority (ASA).
Both parties have submitted urgent applications to the ASA, protesting marketing campaigns aimed at retailers, bars and shebeens, and which relate to the larger, returnable bottles.
Brandhouse is complaining about SAB's "Bigger is Better" campaign for Black Label, and SAB is deploring Brandhouse's campaign to market the advantages of its new, returnable Amstel bottle.
Brandhouse has trumped SAB in the premium market for beer, where brewers can earn the highest profit margins.
Although SAB's Castle Lite is still the top seller in this market segment (Amstel was the winner until 2007, when returnable bottles were done away with), Brandhouse owns about 56% of the premium segment, which comprises some 20% of South Africa's total beer market.
The plan is to further enlarge this market share and bring new brands and flavours to South Africa.
This is the beginning of a new adventure, said Jean François van Boxmeer, head of Heineken Africa, at last week's opening.
Sedibeng, which is currently operating at an annual output of three million hectolitres (but with nameplate capacity of six million hectolitres a year), is, however, still a minion compared with SAB, which has seven breweries in South Africa and an annual capacity of 28 million hectolitres.
- Sake24.com
For business news in Afrikaans, go to Sake24.com.