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Ratebeer News for January 26, 2006

Beer News from Around the World
Brewers/Industry January 26, 2006      
Written by RateBeer

Santa Rosa, CALIFORNIA -

SABMiller is to invest 45 million $ in Vietnam. They associated themselves with a local dairy group to build a new brewery that will have an initial capacity of 500 000 hectolitres and will be increased to 1 000 000 hectolitres. The reason for this heavy investment is the lucrative and expanding Vietnamese beer market.

In UK, a beer add has been banned because it linked beer and sexual success. The Young’s Bitter billboard showed a man with a ram’s head, the brewery’s symbol, standing besides a pool with attractive women in bikini. The Advertising Standards Authority (ASA) decided to withdraw the advertisement. An ASA spokesman said that this will serve as a benchmark for the rest of the sector. Of course Young’s brewery argued that the ad wasn’t done to link beer and sexual success.

The Campaign for Real Ale (CAMRA) is lauching a new campaign. They have decided to promote three traditional beer styles that are on the decline in the UK: stout, porter and old ale. The campaign uses cartoon characters that represent the three styles that will be featured on mats, posters and pump clip crowners. CAMRA’s Tracy Saunders is the leader of this campaign declared the following : “We often talk about the bland nationally produced brands and we wanted to show some of the characteristics of real beers. Stout, Porter and Old Ale are considered by many to be the most traditional of beer styles, and yet they are often misunderstood by those unfamiliar with their taste or under-represented in pubs. Drinkers are often uncertain of different beers styles so stick with what they know – but we hope that these characters will give them an insight into what they might be drinking.”

A herbal beer from India is being launched in the UK. Called Lady Bird Bio, it contains aloe vera, an ingredient more commonly found in health food than in beer. It’s inventor, Dr Srinivasa Amarnath claims that while having a “regular” 5% abv, the beer gives a lesser hangover, he also claims that the beer can alleviate asthma and artritis.

We reported previously of InBev’s plans to takeover China’s Fujian Sedrin Brewery in 2007. However, InBev has decided to accelerate the process in order to take control of the brewer at the end of 2006. After the $ 730 million acquisition InBev will control 12% to 13% of the Chinese beer market. Analyst are skeptic though regarding the projected profitability of the investment, InBev is not the first to invest massively but so far the results are mitigated. The large breweries are counting on the large population and the regular growth of the beer market to justify the large investments.

Miller Brewing Co. unveiled their new marketing campaign for Miller Genuine Draft. The campaing is targeting young adults and features the phrase “Beer. Grown up.” They want to attract adults in their late 20s to 30s that have drifted away from full calorie macro beer. The brand will also receive a makeover with new gold labels and clear glass bottles. Observers are skeptical at the attempt to revive a full calorie beer since the light beers and other drinks has gained the favor. Miller Genuine Draft sales have been slumping since 1993.



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