Beermaker SAB unveils new logo and slogan: “Cheers to the future”

South Africa’s beermaker, South African Breweries (SAB) has launched a new logo as the company is now looking at its improved brand repositioning.

Apart from the brand new logo, SAB also unveiled its new slogan and the logo features a gold circle that transitions into a red line, thus intersecting with a red typeface to form the letters SAB.

SAB’s new typeface was designed so that the ‘AB’ pays direct homage to the logo of SAB’s parent company Anheuser-Busch (AB) InBev.

SAB’s corporate director Sphe Vundla, says the transition from gold to red marks their passion.  

“The gold speaks to the liquid that is the very bedrock of our business. We love beer. We’re passionate about beer. The red speaks to the passion that we embody. We are passionate about propelling our country forward. That’s our purpose,” Vundla explained.

“The transition from gold to red speaks to the magic that happens when our passion meets our purpose.”

The country’s most prominent beer manufacturing company, SAB, also has a new slogan and it’s all about the future: “To a future with more cheers”.

Engineering News posted on Thursday that the rebranding or repositioning is the first one for the company in more than two decades.

SAB CEO Richard (Boris) Rivett-Carnac told the website that the new brand logo was a visual articulation of the brand’s purpose espoused in the new slogan.

“Our big dream is to contribute meaningfully to the growth of South Africa. We are very optimistic and positive about the future of the country. This repositioning is really about that big dream and speaks to us getting the strategy right so that we can achieve it, which is important. This repositioning is the start of that,” he said. 

In addition, SAB’s Vundla stated that the South African tradition and heritage revolve around beer.

“This is an admittedly overdue reintroduction of SAB to South Africa to articulate a dream that we have ignited from within with our workforce. Beer has played a significant role in our culture and society. It has become a part of who we are,” Vundla said, noting SAB’s 127-year history in South Africa.

“We have committed to invest R4.5-billion during the current financial year. I’m proud to say that we can invest more than that this year.”

Rivett-Carnac also added that SAB has put aside a whopping R650 million that will be invested at the SAB Prospection Brewery in KwaZulu-Natal as it aims to add more facilities.

It is now coming to BusinessTech Africa’s attention that SAB’s investment would generate 24 000 jobs.