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You are here: Home / General News / Miller takes aim on Europe

Miller takes aim on Europe

June 17, 2003

SABMiller hopes to take advantage of Europeans’ love affair with American brands and plans to promote Miller Genuine Draft as a sophisticated international premium beer in Hungary, Slovakia, Romania, the Czech Republic, Poland and Italy. A spokesman said the aim is to promote Miller as the liquid symbol of America, in order to attract a new generation of European beer drinkers.

The Wall Street reported that the plan is to “launch the Miller brand across Europe as part of an effort to turn a struggling U.S. icon into an upmarket global beer.”

Alan Clark, managing director of SABMiller’s European operations, said the company wanted to tap into Europeans’ affection for American brands such as Marlboro cigarettes and Levi’s jeans. “We want to emphasize the youthful exuberance of the Miller brand and its sense of freedom,” he said.

The focus on worldwide sales same as Miller fights dwindling sales in the U.S. Sales are off 5% in the last year since South African Breweries bought Miller from Philip Morris.

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Pat Hagerman

Posted by Pat Hagerman

Pat Hagerman is co-founder of ProBrewer.com. When he's not leading operations for ProBrewer you can find Pat working on Internet of Things (IoT) infrastructure and systems. If you're having a beer with him ask about some of the more original skills he's taught Alexa.

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