One of the initiatives is an investment of R40-million in the "Castle Kingdoms" project in which taverns and bars are being upgraded into soccer-themed venues which will last beyond the tournament.
SAB's efforts are focused on upgrading taverns in 42 townships across the country.
Other innovations include a limited run of one million aluminium bottles, a first in packaging in the local beer market.
SAB managing director Norman Adami said yesterday, 11 May, at a media briefing marking a month until kick-off, that there will be about 56000 outlets around the country serving SAB products.
SAB estimates it will sell an additional 100000 hectalitres of beer (an additional 4% to 6%) during the five-week World Cup period, 30 million 340ml beers.
Almost a third of this is expected to be sold in the 10 FIFA Fan Fests located around the country.
SAB will supply beer to the fan zones, after a recent decision by Anheuser-Busch Inbev, the brewer of Budweiser, which is the official beer sponsor of the 2010 World Cup, not to take up the opportunity to provide beer at the Fan Fests.
SAB is not allowed to sell any branded product, and has developed generic cans for this purpose.
Source: The Times
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