“Our long experience of operating in emerging markets means we are well-positioned to capture the opportunities from these high-growth markets,” Clark said, speaking at an investor seminar in London on Monday.
“But in the more mature and fragmented markets, we need a new approach. We have a long-term vision to push out the boundaries of the beer category, appealing to more consumers on more occasions through innovation and challenging traditional perceptions of beer,” he said.
Clark’s executive management colleagues also agree with his sentiments.
Nick Fell, the marketing director at
SABMiller, said there’s untouched possibility 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?” Fell said, also speaking at the London summit.
“Achieving this will take time but it can be done. Just look at coffee. What was previously a one-dimensional drink has become everything 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,” Fell added.
According to Fell, SABMiller is already seeing good results from strengthening its lager brands and expanding its portfolios into new areas such as radlers, flavoured beers and ciders.
“Our new strategy for beer takes us further. We believe our unrivalled local market insights – as the most local of the global brewers – combined with our size and scale will allow us to really shape the future of beer in new and interesting ways,” Fell said.
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