Brand focus remains key for DB

By Phil Boeyen, ShareChat Business News Editor

Tuesday 5th February 2002

Brewer DB Group (NZSE: DBG) says it is aiming to become the country's most valuable brewing company and will emphasise brand growth and staff investment in the coming year.

Speaking at the company's annual meeting MD Brian Blake says the company's brands and its people are the two key resources to which its future success is inextricably linked.

Mr Blake says Heineken has established undisputed leadership in the premium beer segment, continuing strong growth last year and has the potential to do even better. He was also full of praise for the famous West Coast beer, Monteith's.

"The Monteith's brand continues to thrive and with growth of over 20% during the 2001 year is DB's fastest growing brand.

"This outstanding growth can be attributed to brewing excellence and a marketing campaign that focuses on a continued shift by consumers from quantity to quality."

Mr Blake says the company is also continuing to look for improvement in its brewing efficiency and quality.

"In this respect the final stage of Waitemata's redevelopment is a key initiative and progress of the $60 million investment is progressing well. High quality packaging is a key component of the marketing mix, particularly with premium brands and we must have the flexibility to deliver a variety of high capacity runs promptly."

Mr Blake says the new facility, which has been designed in conjunction with Asia Pacific Breweries and Heineken, will be the most up-to-date for the industry in the Southern Hemisphere.

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