SAB: lots of beer for World Cup

2010-06-12 00:00

WITH 10 Fifa Fan Fests operating in the host cities around the country and with countless Public Viewing Areas (PVAs), pubs and restaurants showing coverage of the 2010 Fifa World Cup, South African Breweries (SAB) are confident that they are adequately prepared to meet demands during the tournament.

SAB has invested a total of R170 million into the World Cup through the building of infrastructure, marketing and Castle Lager campaigns. The company has also invested R300 million sponsoring Bafana Bafana in a contract that began in 2008 and ends in 2012.

SAB had to increase its brewing in April and May in order to ensure that there is sufficient reserve stock during the World Cup period.

The firm is expecting around 200 000 foreign visitors to arrive in SA during the event and remains confident that they have catered for this anticipated influx of people.

 

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