BEVERAGES: Brandhouse Gains Market Share
Recent Western Cape Business News
Brandhouse of Cape Town has gained a further 2.6 % share of the total South African beer market bringing its market share to 12.8%. The gain in market share was achieved on the back of brandhouse’s substantial growth in its beer volume sales of 36.7% across Heineken, Amstel and Windhoek.
These figures are for the three months ending June 2010 according to the latest AC Nielsen National Off-Con data.
The total South African beer market has grown by 2% in the last 12 months, by 7.3% in the last three months and by 12.3% in the month of June. Despite overall growth in the market, AC Nielsen shows that SAB’s market share has declined by 2.5% to 87%.
Brandhouse’s successful growth has not only manifested itself in the beer market; it is now the second largest alcohol beverage company in South Africa by value share according to AC Nielsen National Off-Con data for the last three months. Since brandhouse was launched in 2004, it has grown by 8ppts in value share to its current position of 18.7ppts.
Gerald Mahinda, Managing Director for Brandhouse, says, “Our fantastic portfolio of spirits, RTD’s, beer and cider brands allow consumers to access choice in a growing market like South Africa.”
“We have done this through the opening of the Sedibeng brewery and the release of returnables in five key brands in the last six months,” Mahinda says.
“Our decision to offer consumers Amstel in a 660ml bottle was an innovation aimed at making our great brands accessible to more beer fans. In order to do this, we reduced the volume of the beer by 12%, but we also dropped the price by 13%. The fact that the bottle is now returnable means that consumers pay for the beer and not the bottle.”
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