- The South African Brewery (SAB) expects to cash in more sales during the World Cup event in the country, during the month of June to July.
The SAB, which has noted that the South African winter season is normally a low sales period, expects to sell at least an extra 100000 hectolitres of beer – about 30-million pints, during the month-long event.
The group, according to local media reports, will also be expecting its sales to up as a result of the company’s link sponsorship to the South African national soccer team.
“We are not a sponsor (of the World Cup). We can only continue to work behind Bafana Bafana as our platform,” Alastair Hewitt, the marketing manager for Castle Lager, was quoted saying in the media.
The SAB has also noted that even though the World Cup has come up with strict business and trade rules, companies not directly associated with the event will still need to survive.
For instance, the company has noted restrictions such as those barring advertising closer to the event’s venues, as well as well as the monopolistic beer sales rights given to the Fifa accredited brands.
However, the SAB is optimistic that all visiting soccer supporters would at least want to taste the South Africa beer brand, while local supporters at different sports bars and venue outside the Fifa restriction areas, would also continue to support the local beer brand.
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