South African Breweries
In 1895 South African Breweries (SAB) was formed. SAB’s first establishment was a bar in central Johannesberg. In 1898 Castle Lager was launched, it was an instant success and led SAB to be the fastest growing non-mining firm, locally. From 1940 until the 90’s SAB followed a strategy of growth through diversification. SAB began selling products such as: furniture, footwear, textiles, plate glass, and many more. Their diversification strategy they created was because of South Africa’s political seclusion. Once SAB mastered the domestic lager beer market share by 98%, they decided to expand their operations into neighboring countries.