SABMiller to apply coffee marketing

Brewer SABMiller is looking to apply to its beer range a similar marketing strategy as coffee in the hope of shaking off the “guys watching sport” image.

SABMiller’s flagship brand Miller Genuine Draft (Photo: db)

Speaking at an investor conference in London yesterday, SABMiller chief executive Alan Clarke and marketing director Nick Fell spelled out their vision for attracting consumers to beer who don’t fit in “its traditional role as the favourite drink for men in pubs and bars”.

According to City AM, Fell told those in attendance, “We know there’s untapped potential in beer and it’s time to change the image of beer as just a drink for guys watching sport.

“Why shouldn’t beer be a great choice with food or something that has much more appeal for women?”

SABMiller CEO Alan Clark (Photo:SABMiller)

The pair from SABMiller – owner of global brands like Peroni, Grolsch, Coors Light and Miller – then pointed to the successful marketing of coffee as a lesson that can be learned by beer brewers.

Coffee, said Fell, has been transformed from a “one-dimensional drink” into something that can be enjoyed in all manner of forms and settings, “from an inexpensive cup of instant at home to a premium-priced speciality drink in a coffee shop with a huge range of exotic flavours and styles.”

“We have the same opportunity and vision for beer,” he continued.

Clark added, “we need a new approach… appealing to more consumers on more occasions through innovation and challenging traditional perceptions of beer.”