SAB 'ready for World Cup'

South African Breweries (SAB) is expecting to sell an extra 17.6 million pints of beer – up to a 6% boost on usual June/July volumes – during the football World Cup.

SAB will up production at its seven breweries in April and May to meet increased demand. However the SABMiller subsidiary said negotiations with world football body Fifa over supplying the event’s official fan zones have so far born no fruit.

“Our plans are in place to accommodate this increase, so football fans can relax, there will be plenty of beer,” said SAB marketing manager for the World Cup 2010, Alastair Hewitt, in a statement.

But with exactly 100 days to go before the event kicks off, a question mark continues to hang over beer supply at the event’s official fan zones – vast viewing parks capable of hosting up to 28,000 fans – after A-B InBev said it had insufficient capacity to supply them.

The world’s biggest brewer scotched speculation that it was looking for a South African partner to brew Budweiser, the World Cup’s official beer, in order to supply the event when it said last month that it was planning to import Bud, which will be the only beer on sale at match stadiums.

South Africa’s resident brewers will be clamouring to win over consumers outside the matches. Heineken – present in South Africa through Brandhouse, a joint venture with Diageo and Namibia Breweries – told BG yesterday it was braced for increased sales of its Amstel, Heineken and Windhoek brands.

Hewitt said taverns near host stadiums will be well-stocked with SAB’s flagship Castle Lager, with refrigerated vans on standby to restock vendors. Retailers will also be given an emergency phone number to call if stocks get too low.

By Rob Brown

Based on the following sources:
http://www.brewersguardian.com