A content-led approach for SABMiller’s internal communications channel, The Source, and its global corporate website


  • Corporate


  • Content strategy
  • Editorial
  • Video
  • Digital development


  • IoIC 2016 Class Winner – Microsite
  • CorpComms 2015 Winner – Website
  • Digital Impact 2015 Winner – Website

The client

Until its 2016 acquisition by AB InBev, SABMiller was the world’s second-biggest brewer, with a presence in 70+ global markets. Brands included Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Meantime.

The challenge

CPL was appointed by SABMiller to deliver a range of content across its digital channels, including for its website and for its internal communications channel, The Source. was home to lively, story-led content, designed to appeal to beer aficionados and amateurs alike. The Source was a web-based communications channel for SABMiller’s leaders around the world.

The solution

CPL's team of journalists created and published a wide range of content on behalf of SABMiller for its communication channels, to help it achieve its goal of being the most admired beverage company in the world. 

Journalists liaised with contacts across SABMiller to create captivating, often human interest-inspired pieces, including interviews, profiles and columns from senior leaders. This story-telling approach was acclaimed by industry experts, and the high volume of website and social media traffic pointed to it being a success among the target stakeholder audience too.

The results


increase in story views on compared with previous site


left with a better opinion of the company


very/highly satisfied with The Source as a global internal leadership communication tool

Our aim was to have storytelling front and centre, and the CPL team has done a great job in helping us achieve that. According to survey data, more than two-thirds of visitors to the site leave with an improved impression of the business, and much of this has to be down to the depth and quality of the stories.

Simon Thresh, digital strategy lead
SABMiller plc

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