South African Breweries elevates insider Vaughan Croeser to Vice President of Marketing

SOUTH AFRICA – South African Breweries has promoted Vaughan Croeser to Vice President of Marketing for the company.

Vaughan Croeser has dedicated his career to SAB for almost two decades as he joined the maker of Castle Lager in November 2003, beginning his journey at the company as a Sales Representative.

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It was only up from there, as Croeser went from Sales Manager to Regional Marketing Manager to Marketing Manager for Castle Lite, Brand Director for Castle Lager Africa and eventually Marketing Director for SAB.

Commenting on the appointment SAB CEO, Richard Rivett-Carnac said, “As a long-standing member of the SAB family myself, I have had the privilege to work with Vaughan for many years. He effortlessly embodies the brand and is the perfect person to lead and grow our category.

“He is also a creative leader with a strong commercial background who will help foster an even greater integration between marketing and sales efforts.”

As the newly appointed VP of Marketing for South Africa, Croeser will be responsible for directing all marketing efforts in the business, which, given the two decades of passionate experience will be an easy feat for him.

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 “I am excited to help shape new stories for a company that has been such a huge part of my life. I can only hope that I can show consumers the passion that SAB has shown me, over the last twenty years,” he said.

A creative strategist at heart, Croeser is excited about his appointment and the role that SAB will play in expediting economic recovery post and beyond the pandemic.

“It’s a great honor to be the custodian of some of the most iconic and loved brands in South Africa. I have always believed in the power of brands to make a positive impact in society, to use creativity, technology and innovation to find solutions to the challenges our communities face.

“We will relentlessly pursue this aim with our marketing organization to truly create a future with more cheers and seeing our communities thrive,” concluded Croeser.

The subsidiary of AB InBev has pledged to invest R920m (US$63.2m) into its Prospecton and Ibhayi breweries, reaffirming its commitment to ignite the South African economy.

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Its Prospecton Brewery in Durban will receive the lion share of the investment with a total of R650m (US$44m) that will help expand its facilities.

A further R270m (US$18.5m) of the funds will be committed to upgrading SAB’s Ibhayi Brewery which is in the Eastern Cape.

The move was fanned by the pursuit of economic recovery and government support in the wake of uncertainty brought by the COVID-19 lockdowns.

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