SAB to launch the Hungarian Dreher brand

Grolsch, Dreher - who cares that they aren’t exactly Germanic in heritage? To the discerning South African consumers these brands are the closest they will get to an old-time Germanic beer brand, although Grolsch is Dutch and Dreher Hungarian.

SABMiller’s South African division said in September that it will launch a new brand, Dreher Premium Lager, in the country. South African Breweries (SAB) said it will brew Dreher, which its parent bought the rights to (and the brewery in Budapest) in 1993, under license in South Africa and sell it in 350 millilitre non-refundable bottles.

The launch will be supported by in-store promotions and a television, radio and outdoor marketing campaign, SAB said.

"We determined that there was an opportunity to provide a mid-priced brand," SAB Marketing Director Ian Penhale said, describing Dreher as "a smooth, finely-flavoured lager with a typically European full-malt recipe."

The introduction of Dreher follows the launch earlier this year of Dutch beer Grolsch in South Africa, the first country outside Europe where SABMiller has introduced the recently acquired brand. This follows the launch of Hansa Marzen Gold in May 2007 which now constitutes some 23 percent of total premium sales in the prior fiscal year. The Peroni Nastro Azzurro pack offering was also extended in the year to include draught and a 660ml bulk pack.

Last year, SAB lost the license to brew Heineken’s Amstel brand and has been clambering for a substitute since. In February this year, SABMiller secured a EUR 816 million (USD 1.2 billion) takeover of Grolsch.

Hark You have to give it to SABMiller: they are shrewd marketers. Who would have dared take the Italian Peroni brand to Russia? SABMiller. And who would attempt to sell an unknown Hungarian brand in South Africa? Well, only SABMiller. Photo: Dreher