Issued by: Interbrand Sampson


Over the past decade, no South African company has made a greater impact on the global stage than South African Breweries, or SAB Miller as it is today. When we first worked with SAB, in the early 90's it had eight South African brands, of which four were linked to Castle.

Seeing the need to break out, the then newly appointed managing director Graham Mackay, set about making SAB into a global group. His first major acquisition was the Czechoslovakian beer Pilsner Urquell. In 1999, he paid a whopping £420m, but it was money well spent. With one acquisition SAB had broken out of Africa. Since then acquisitions have come thick and fast, from Miller in the US to Peroni in Italy, and Snow in China, making SAB Miller the second biggest brewer by volume in the world. Currently it owns no less than 188 brands, and has annual revenues of $18,6 billion.

Mackay himself was originally from the world of systems and IT, and his team of South Africans, now increasingly joined by top executives from the companies acquired, makes a formidable unit. The original team remained together, Chairman Meyer Kahn; Malcolm Wyman as CFO, Norman Adam, who is running the Americas and Andre Parker who runs Africa and Asia.
Although the latter two have just resigned.

This is what he had to say:

What is the biggest difference you have found marketing globally from your days in South Africa?
The biggest difference is the intensity and diversity of competition in most of the markets in which we operate. This has provided a steep learning curve for the organization as we endeavoured to lift our capability in marketing to match our competence in “operations” – production, distribution, logistics etc. We have made great headway but the journey is far from over.

What has been the key (from a marketing perspective) to the success of SAB Miller?
We have used the proprietary tools and processes of our Marketing Way to support local marketing teams in building well-balanced portfolios in individual markets. Strong local brands complemented by international premium offerings provide a platform for sustained earnings growth.

How should South African companies raise their game to compete globally?
I don't think I can give a general answer to that question. For us, a long tradition of global benchmarking was a useful precursor to the real thing.

What to you is the measure of a successful brand?
A successful brand is one that enjoys enduring popularity. Brands that subtly evolve to meet the changing needs of new generations of consumers are a wonderful asset to any organization. They generate sustained returns to shareholders, provide a sense of pride and familiarity to employees, are a door opener with any customer, and obviously are a source of delight for their loyal consumers.

Which brand do you wish you owned and why?
It's hard to be specific – there are many great brands in many categories. Brands that inspire, brands that have changed the way we live, brands that entertain, brands that make life easier, more interesting and, like ours, more fun. And in a very real sense great brands are ultimately owned by their consumers rather than by marketers or corporations.

Visit our PRESS OFFICE: Interbrand has been voted the 'world's leading branding consultancy', having developed some of the world's most significant brands over 29 years. As part of the Omincom Group of companies, with 34 offices in 27 countries around the globe, our experience covers every area of commercial endeavour. Interbrand Sampson is a holistic branding consultancy, approaching brands and their development as the powerful marketing tools and financial assets that they have become. Today we are renowned internationally as the branding consultancy responsible for BMW, Adidas, Schweppes, British Airways and PricewaterhouseCoopers, and locally for Sasol, Murray and Roberts, Telkom, The National Ports Authority of South Africa, Joburg, and many others. At Interbrand Sampson we understand that a brand is the sum total of all of the ideas, expectations and emotions a customer feels when they see or hear a trademark, meaning that the trademark itself is communicating a carefully crafted set of values and emotions, which is then reflected visually in all visual manifestations.- more....

[20 Aug 2007 13:31]

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