GUINNESS Anchor Bhd (GAB) (3255), the country's biggest brewer, said its marketing campaign during the World Cup period has been successful and sales during the period were better-than-expected.
Revenue derived from clubs and pubs during the period jumped 30 per cent, compared with the same period a year ago. Sales from coffee shops and other eating outlets were also up by 10 per cent.
"It is definitely more than what we had expected. We are pleasantly surprised," said marketing director Mark Jenner in Petaling Jaya, Selangor, yesterday.
In Penang, where Tiger is the leading beer, notable GAB partner outlets like the Monkey Bar posted a 59 per cent jump in sales.
In Johor Baru, the best performing GAB flagship outlets such as La Premier Pub recorded sales growth of 88 per cent compared with the previous month.
The company staged 700 viewing parties during the period at GAB's flagship outlets, pubs, coffee shops and food courts across Malaysia. It was estimated that 90,000 people attended them.
GAB hopes to achieve 10-15 per cent growth in overall sales during the World Cup period. Overall sales will include sales from clubs, pubs, coffee shops, eating outlets as well as supermarkets and hypermarkets.
It is still compiling the numbers from hypermarkets and supermarkets.
"I think we are in a good shape to achieve the target," he said.
The company has spent RM10 million to promote its activities during the World Cup period and one of the reason why it could promote all its 700 viewing parties without exceeding its budget is the use of social networking sites.
Jenner said he saw sales from all brands under GAB grow during the World Cup campaign. While he declined to say how each brand performed, the company expects double digit growth for Tiger.
GAB is due to announce its full year results on August 4.
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