Miller backing its imported brands

SAB Miller has now officially taken back distribution of its international premium lager brands from Scottish & Newcastle (S&N).

While S&N will still brew Miller Genuine Draft under licence, all marketing and distribution for Peroni Nastro Azzurro, Pilsner Urquell, Miller Genuine Draft and Castle Lager will be handled by Miller's UK operating subsidiary Miller Brands.

This completion of the handover, agreed last July, enables Miller Brands to take a fresh approach to the promotion of Miller Genuine Draft in the UK. Following on from the successful VIP campaign in 2005, a high-profile re-launch is planned for March, commencing in Scotland.

The VIP campaign offered instant win prizes to consumers including limousine-chauffeured VIP nights and tickets to music and sports events.

Miller Brands intends to double the marketing investment behind the beer in 2006 and make further brand investment behind Peroni Nastro Azzurro.

Managing director of Miller Brands Gary Whitlie said: "We are excited about the next stage of Miller Brands' evolution and believe we have the optimal platform from which to best serve customers and support our premium brand initiatives in the UK."

S&N will also transfer the marketing and distribution responsibility for Miller Genuine Draft and the distribution responsibility for Peroni Nastro Azzurro for off-trade retailers to Miller Brands.

SABMiller is one of the world's largest brewers, with 2004/05 lager sales volumes in excess of 148 million hectolitres.

It has a brewing presence in over 40 countries and leading market shares in many of those. Outside the US it is one of the largest bottlers of Coca-Cola products in the world.

The London-listed brewer had a busy 2005 - announcing a $125m investment in its Indian brewing subsidiaries and also the acquisition of the Slovakian brewer Topvar.