SABMiller turns its sights to Latin America for future sales growth

Chris Papadopoullos
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BREWING giant SABMiller is aiming to boost sales in Latin America through stronger marketing, the company said yesterday.

The brewer of Fosters and Peroni aims to make beer the drink that is suitable for more occasions in Latin America. It expects three to six per cent growth in sales volumes over the next three to five year period.

In the year ended 31 March 2015, Latin America generated the largest proportion of SABMiller’s earnings before interest, taxes, depreciation and amortization, at $2.22bn (£1.40bn).

“We have grown beer’s share of total alcohol in our Latin American markets from 55 per cent to 59 per cent in the past four years. This has been achieved primarily by taking share from cheaper spirits, and untaxed and inexpensive illegal alcohol. Our beers provide a safe, attractive and affordable alternative to illegal alcohol, which represents more than a fifth of the total alcohol market in some Latin American countries,” said Karl Lipper, president of SABMiller’s Latin American branch.

“As we look to expand the beer category in Latin America, we plan to have an attractive beer choice for everyone, for men and for women, while having dinner with friends, relaxing at home, or out in a sophisticated high-end club.”

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