Sab invests $22.3 mn in soccer WC

MUMBAI: Wanting to ensure that the upcoming Fifa Soccer World Cup turns out to be a world-class spectacle, South African beer brand South African Breweries (Sab) has invested an estimated R 170-million ($22.3 million).

The fund has been invested in infrastructure in South Africa‘s townships; Castle Lager campaigns and marketing in support of the World Cup; and what it says is a number of packaging innovations.
 
Sab recently reached an agreement with Fifa and the host cities to provide beer at the Fifa Fan Fests during the tournament.

Besides supplying beer to the fan zones, Sab has a plan in place to ensure that the country is fully stocked and supplied with beer during the tournament.
 
ab estimates that it will sell an additional 100 000 hectalitres of beer during the five-week World Cup period that equates to 30-million x 340 ml of beer over and above normal consumption during the June/July period.

With the anticipated increase in demand for beer over the five-week tournament period, the brewer is ensuring that plans are in place to encourage consumers to enjoy the company‘s beers responsibly throughout the duration of the tournament.