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San
Miguel Brewery Inc.’s (SMBI’s) beer sales sustained
volume and revenue growth since March last year. The
performance comes as a fresh start for the newly
spun-off subsidiary of food and beverage giant San
Miguel Corp. as this was a significant improvement from
2006.
In 2007 unaudited volumes rose nearly 8
percent with estimated revenue growing at almost the
same pace year-on-year, according to a company release.
A more robust economy, expected to have
grown at an accelerated pace of 7 percent in 2007,
fuelled consumption as household spending remained one
of the drivers from the demand side.
To capitalize on this momentum, SMBI
embarked on various brand activation activities like
payday specials, higantes festivals, and the regular
sponsorship of the annual Red Horse Muziklaban and
Oktoberfest, among others, to cement its leadership of
the local beer market.
Above-the-line marketing initiatives
that included the airing of the highly popular Jet Li
TVCs, and sponsorships of the 2007 World Pool
Championships as well as a series of concerts by
internationally renowned artists Beyonce Knowles (The
Beyonce Experience), Akon (Smack That), and Vertical
Horizon helped promote San Miguel Beer brands further.
The holding of the recently concluded National Beer
Drinking Contest likewise strengthened the brands’
equity among local beer drinkers.
It is expected that outlet-based
programs and other measures aimed at increasing
penetration will be sustained to further expand
coverage, sustain volumes and maintain strong
profitability, on top of the other highly effective
sales, marketing and cost-management initiatives. |
