Ian Penhale was appointed marketing director of the South African Breweries Ltd in 2006. In 1994, Ian joined SAB as brand marketing manager before moving to the Czech Republic in 2000 to take up the position of marketing director: Czech Republic and Slovakia. In 2005 he became marketing director: Europe. Ian describes the function of marketing as: "getting out brilliant brand stuff that inspires our staff, motivates our trade partners and delights our consumers. Our brands really belong to our consumers – they are 'social enablers' that allow consumers to make specific statements about themselves – because what they choose to drink reflects something about who they are. We have a huge responsibility to ensure that our brands remain credible, relevant and desirable to our consumers at all times". Ian holds a BCom from the University of KwaZulu-Natal, Pietermaritzburg, as well as completing an executive development programme at UCT and a senior executive programme at Stanford University.