SABMiller looking beyond men
Woking, England - When Sue Clark named the near-black Fawcett's Folly imperial stout the winner of SABMiller's 2013 employee brew-off contest last week, it was not just because she likes dark beer. The head of the brewer's European business praised its “360-degree marketing,” which appealed to both men and women and is the type of advertising she is betting on to help stem declines in beer demand. In the United States, beer accounts for 42 percent of alcohol consumed, Clark said, down from a high of 72 percent a decade ago, before it lost ground to wine and spirits.
And underemployment, especially in jobs like construction, means men who fit the profile are often tight on cash. Brewers must look more closely at older people and women, whom they had once all but ignored.
She cringes at a 2006 Italian commercial for SABMiller's Peroni beer that implied that women can't parallel park cars, though that is tame compared to an earlier U.S. In the developed beer markets of Western and Central Europe and the United States, women make up roughly a fifth of beer sales.
Still, shouting at them with purely female marketing may not work either. This can be done, she says, by focusing on the beer itself, such as in a new Peroni campaign that highlights its heritage in an Italian, cinematic style.
2 brewer with $34.5 billion in annual revenue and $6.4 billion in operating profit.... Read the full, comprehensive news article and discuss at Business Report