SABMiller cheered by premium drinkers

SAB's UK arm, Miller Brands, which sells brands such as Grolsch and Peroni Nastro Azzurro, reported that volume sales of its lagers had increased by 25 per cent in the six months to September 30.

The figures, which were boosted by the World Cup during the period, reflect strong growth on the year to March 31 when volumes grew 14 per cent.

The overall beer market may be in decline in the UK, but Peroni said it is in the "sweet spot" by offering strong, imported lagers, a part of the market that has recently been showing growth.

Cash-strapped consumers were increasingly upgrading to premium lagers as an affordable treat, it said.

SABMiller reported global sales up 7 per cent to 8.9bn and pre-exceptional pre-tax profits up 13 per cent to 1.1bn in the period, helped by strong demand from emerging markets.

Miller Brands now boasts a 34 per cent share of the 'world beer' category in the UK.

It had recently introduced a new brand, Czech import Kozel, to its range which also includes Czech Pilsner Urquell, Polish Tyskie and American Miller Genuine Draft.

Miller Brands managing director, Nick Miller, said: "Brands in the world beer category, such as Peroni Nastro Azzurro, Pilsner Urquell and Kozel, have proven extremely popular with the discerning 25-34 year-old and are helping to challenge some of the negative stereotypes that have been associated with beer in recent years."