SABMiller developing ‘fruity’ beer range

SABMiller is developing a range of flavoured beers to pull back the market from wine and spirits drinkers and head off competition from AB InBev and Heineken.

sabmillerAccording to a report on, the world’s second largest brewer is planning to launch a range of “fruitier” and “sweeter” beers to appeal to a new generation of drinkers.

Alan Clark, chief executive of SABMiller, told the website that the alternative beers would be aimed to counter “taste harmonisation”, whereby a brewer’s attempts to maximise the appeal of its global brands results in major lager brands tasting the same.

He said: “There are many opportunities to innovate and expand beyond beer with a range of products that move from non-alcoholic, to lower-alcohol versions….and to flavoured alcoholic drinks and ciders.

“We have seen opportunities where we can reverse the trend of sprits and wines gaining share from beer. That’s certainly an objective for ourselves in more mature markets where we think the [beer] category has been neglected for a number of years and needs rejuvenation.

“What you will see over time is that innovation is growing in the beer world and certainly as contributor to our revenue is growing substantially over time.

Other beer varieties, such as Heineken’s Tequila flavoured Desperado beers have seen improved sales in the first half of 2013 giving renewed confidence to the category which is being used to pull younger drinkers into the market.

The development of a new range of beers is part of the brewer’s four-pronged strategy to improve its premium mix, extend into other occasions and invest more in promoting its cheaper variants.

Earlier this year the brewer announced plans to triple production at its brewery in Nigeria as part of a $110 million expansion plan.

One Response to “SABMiller developing ‘fruity’ beer range”

  1. John Bush says:

    Flavored Beers have held a place in the European markets for years. Targeting younger drinkers (18 years of age in Europe). Will the same approach work with our 21+ young drinkers in the USA?

    A main competitor to Heineken’s Despardo in the UK is Global Brand’s Amigos – Tequila Flavored Beer. Imported to the USA by Dolce Beverage Group, it is now available across the midwest, Arkansas and Florida. Sweetened with agave nectar and South American Limes – Amigos does appeal to the younger drinker as well as with women who are looking for a more flavorful offering.

    John R. Bush

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Manager & Brand Ambassador for Central England

Salcombe Gin
Central England, home office with extensive travel , UK

Director of On-Trade & Prestige

Signium Executive Search
South East England ideally, UK

Brand Marketing Assistant

Hatch Mansfield
Ascot, UK

Regional Account Manager

Scotland, UK

Retail Assistant Manager

The Whisky Exchange

Retail Supervisor

The Whisky Exchange

Retail Sales Advisor

The Whisky Exchange

Retail Manager

Friarwood Fine Wines
SW London, UK

Assistant Manager

Seven Cellars
Brighton, UK

The City Wine Show

London,United Kingdom
13th Apr 2018

Prosecco Springs

London,United Kingdom
26th Apr 2018

Spirits & More

19th May 2018
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more