SABMiller South Africa is spending 170 million rand (£15.3 million) to strengthen sales and beat off its rival Heineken during the forthcoming football tournament.
By helping to clean up and revamp bars close to the World Cup stadiums, the firm is hoping to keep a tight hold on its near-90 per cent share of the South African beer market.
Norman Adami, chairman of SABMiller’s operations in the country, is feeling positive about beer sales over the coming weeks and, in particular, the chance to fight back against Heineken, which entered the South African market last year.
He said: “Our competitor aspires to a 20 per cent share, but we want 90 per cent and we believe we can maintain our current share of around 88-89 per cent.”
The company has responded to the increasing competition with a bigger marketing budget behind its key brands Castle, Carling, Hansa and Castle Lite.
This comes just days after SABMiller announced strong preliminary results for the 12 months to March 31st 2010, having produced 213 million hectolitres in the period.