New lager launch builds on premium success

As part of its European expansion, SABMiller purchased the rights to the 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 managing director 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.

"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," " Van Kralingen.

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. The lager-style beer is triple-hopped, with three different types of hops added at different stages of the brewing process, resulting in a distinctive aroma, flavour, and fine bittering."

Dreher Premium Lager is a full-malt lager with a 5% ABV and will be available in 350ml non-returnable bottles through on- and off-trade premises from 1 October 2008. The brand will be heavily supported through an extensive TV, radio and outdoor campaign, as well as in-store promotions and experiential events.

This brings the total number of premium brands in the SAB stable to seven, and its total brand portfolio to 16. The brewery today has over 60% more brands in its portfolio than it did in 2000.