SABMiller sold less beer than expected in the first three months of 2009 as economic conditions worsened and demand fell in most of its markets.

SABMiller is to cut costs sharply in its most profitable market of SA to boost marketing ahead of the opening of a rival brewery this year.

When an economic crisis hits consumers are expected to continue with their vices — drinking, smoking and gambling their way through the downturn.

SAB said on Wednesday that the reaction of local customers to the introduction of Groslch had been outstanding and early sales "very encouraging".

A recovery in the platinum price triggered improvements in the platinum-mining and resources indices, which helped reverse the JSE’s morning losses and lift it into the black by…