SABMiller In Strong Position To Bank On Premiumisation Dynamics

UK alcohol giant SABMiller plans to trial its international premium beer brand Miller Genuine Draft in China through its local joint venture CR Snow Breweries as it seeks to ride on the country's growing premiumisation trend. SABMiller has a 49% stake in CR Snow Breweries, with the remaining 51% stake held by Chinese conglomerate China Resources Enterprise. With a strong market position and relatively extensive distribution links across China, it makes strategic sense for CR Snow to strengthen its foothold in the premium beer segments, where the most attractive long-term growth opportunities arguably lie.

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