Miller Brands, is bringing excitement to the beer category in Scotland by launching the draught variant of it’s easy drinking premium lager, Miller Genuine Draft.
Miller Genuine Draft on draught will be launched to the trade in April. Support will include a unique fount, branded glassware, and point-of-sale material – all creating maximum stand-out in bar for a limited number of target on-trade outlets across Scotland.
The draught lager will be brewed using the same process as Miller Genuine Draft in a bottle – cold filtering the beer to lock in the freshly brewed taste. At 4.7% abv the distinctively light and subtle lager will deliver a crisp, clean, refreshing taste, offering consumers a perfectly served easy drinking premium lager.
Darren Tendler, Sales Director, Miller Brands said: “We’re incredibly excited about the launch of Miller Genuine Draft in draught format. The Scottish premium draught market is crowded with brands that are undifferentiated and offer consumers the same choice and taste profile. We believe that introducing Miller Genuine Draft in draught will bring a much needed boost to the category as well as exciting the customer by offering them something truly different.”
Richard Ingram, Marketing Manager for Miller Genuine Draft said: “With draught lager you have the great advantage of the theatre around the serving of a drink, thereby delivering a different experience to consumers. Research has shown that consumers often choose whether they want a pint or a bottle before they have even reached the bar and tend not to deviate once that decision has been made.
“We have invested a significant amount of time and money to ensure that each pint of Miller Genuine Draft the consumer enjoys delivers the crisp, clean and refreshing taste which the brand is known and loved for, and that we offer the right support to licensees to help them build their business. We are confident that the groundwork we’ve laid will see us in good stead for the future of this draught offering. These really are exciting times for the brand!”
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For more information please contact:
Maureen Heffernan
Leisure PR & Communications
(M) 07860 529 242
Email: maureenheffernan@leisurepr.co.uk
Notes to Editors:
About Miller Brands
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.
About SABMiller
SABMiller is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2009, the group reported US$3,405 million in adjusted pre-tax profit and group revenue of US$25,302 million. SABMiller is listed on the London and Johannesburg stock exchanges.