SAB will brew Dreher Premium Lager under license in South Africa. The brand will be heavily supported through an extensive TV, radio and outdoor campaign, as well as in-store promotions and other events, SABMiller said.
“Dreher is a smooth, finely-flavored lager with a typically European full-malt recipe and distinctive brewing style. The lager-style beer is triple-hopped, with three different types of hops added at different stages of the brewing process, resulting in a distinctive aroma, flavor, and fine bittering,” said SAB marketing director Ian Penhale.
SABMiller acquired the rights to Dreher when it purchased the Hungarian brewery in 1993. (MTI – Econews)