SABMiller eyes Vietnam

The WPP agency saw off a number of undisclosed rivals to win the launch assignment for brands including Miller, Pilsner Urquell and Peroni.

The media portion of the account is yet to be assigned, although it is believed the business will go to a GroupM media agency.

Philip Norley has been appointed as marketing director for SABMiller's Vietnam operation. He was most recently marketing director for SABMiller Mozambique.

The South African brewing giant entered Vietnam this month through a joint-venture with local dairy and beverage producer, Vinamilk.

"As the second fastest-growing beer market in the world, we see an opportunity to give the Vietnamese consumer something new and different," said SABMiller Vietnam MD Ray Stark.

SABMiller will compete against rivals Heineken and Tiger, both brewed by Asia Pacific Breweries. Domestic brands — Saigon Beer in the South and Hanoi Beer in the North — dominate the low-end segment.

"The beer market in Vietnam, while still relatively young, is segmenting," said JWT Vietnam general manager, Steve Bonnell.

"There are international, premium, local and cheap brands — and many different price levels."

Although launch strategies for SABMiller brands were not disclosed, campaigns will be through-the-line, including TV, outdoor, promotions and in-bar marketing targeting modern young men.

SABMiller's foray into Vietnam follows the launch of American Coors Light Label by Asia Pacific Breweries into the country in June.