Interbrew outlines plans for future growth

Related tags Interbrew uk Interbrew Beer

The newly enlarged Interbrew UK has outlined plans for its future growth following the integration of the former Bass Brewers brands.Chief executive...

The newly enlarged Interbrew UK has outlined plans for its future growth following the integration of the former Bass Brewers brands.

Chief executive Stewart Gilliland announced that the Belgium-based brewer will be investing heavily in its top beer brands including those in the ale category.

Speaking about the newly-acquired Draught Bass, Mr Gilliland said: "It's a brand which has had little attention lavished on it in the past few years and it hasn't been growing. Our task is to get underneath the skin of the brand and get it back to growth.

"There are cask ale brands which are growing and Bass needs to be among them."

As well as focusing on flagship lagers Stella Artois and Scottish newcomer Tennent's, Interbrew UK is stepping up investment in a speciality beer portfolio that boasts Hoegaarden, Leffe and Staropramen. However, Mr Gilliland ruled out any additional speciality beers for the time being.

"There are around 200 brands in Interbrew's worldwide portfolio but I don't think bringing in world beers and seeing what sticks is the right approach."

Meanwhile, Mr Gilliland was unable to confirm whether Interbrew will be renewing its contract with Dutch brewer Heineken or replacing the UK version with Heineken Export. "We will be working with Heineken until the end of the contract and there is a future beyond that if we can agree the right course of action," he said.

Mr Gilliland predicted that a full service brewer, offering beer in every segment, will no longer play such an influential role in England and Wales.

"The nature of the beer business is changing. The market is continuing to open up as the tied system continues to unwind and there is much greater freedom of choice for on-trade retailers in terms of selecting the beer brands they stock.

"Therefore, what will really count going forward is brand leadership at segment level - simply having a portfolio with a 'me-too' brand in every segment isn't going to be enough."

Interbrew UK also announced it will be relaxing its support for Rolling Rock and Labatts.

Related topics Beer

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