DB quits discounting battle

Brian Blake, DB managing director, said yesterday the Singapore-owned brewer would put an end to the deepest discounts of its beers, even if it meant losing market share.

“Over the past nine months the whole beer market’s been very aggressive,” he said.

He said Heineken, DB’s premium beer, which usually retailed at $23.45 per dozen, had sold in supermarkets for as little as $16.95.

“In terms of the image of a premium brand we don’t want to be at those prices.”

Full Story – NZ Herald

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