SABMILLER READY TO BEAR MCKENZIE BEER

London-based SABMiller PLC has signed an agreement with the San Francisco-based McKenzie River Corporation to acquire its caffeine-laced ‘energy beer’ Sparks and Steel Reserve brands for $215 million along with the other trademarks. The two beers have caffeine and related substances as their contents and have been lately gaining on popularity. While Sparks is a caffeinated alcohol malt beverage having a citric tinge, the latter is a lager beer. The strategy behind this move is to draw in the young crowd, who consume frappuccinos and Red Bull at Starbucks.

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Source:- IIPM-Business and Economy, Editor:- Prof. Arindam Chaudhuri - 2006