SAB to launch new premium brand

This comes hot on the heels of the successful introduction of Grolsch into the local market.

As part of its European expansion, global brewing giant SABMiller purchased the rights to the Hungarian Dreher brand in 1993. Now, SAB will brew Dreher Premium Lager under licence in South Africa as an extension of the Dreher range of beers.

"This is testimony to our commitment to continue providing the right brand portfolio for our customers and great brand choices for consumers," says SAB MD Tony van Kralingen.

"The introduction of Dreher is part of our long-term strategy to provide consumers with diverse and interesting alternatives that will appeal to the premium beer target market," he said.

He added that the beer market has historically been resilient in tough economic times and it is likely to perform similarly in the current economic climate.

"We see sustainable opportunities in the premium market, even though the sector's growth rate has softened more recently," he added.

Ian Penhale, SAB's marketing director, says the brewer's brand introductions are dependent upon consumer-based insights and successful assessment of various potential opportunities.

"In the case of Dreher, we determined that there was an opportunity to provide a mid-priced brand for discerning consumers who appreciate the craftsmanship inherent in premium-quality brews.

"Dreher is a smooth, finely-flavoured lager with a typically European full-malt recipe and distinctive brewing style. " he explained.

Dreher Premium Lager will be available through on- and off-trade premises from October 1.

This brings the total number of premium brands in the SAB stable to seven, and its total brand portfolio to 16.

- I-Net Bridge