SAB Miller launches Peroni in Poland

24/04/06 SABMiller plc, one of the world’s leading brewers, has announced that its Polish subsidiary, Kompania Piwowarska, is launching the group’s international premium lager, Peroni Nastro Azzurro, into Poland’s US$250 million premium lager market.  As Poland’s leading brewer with a 37% market share, KP has unveiled Peroni Nastro Azzurro in Warsaw with Europe’s second ‘Emporio Peroni’, a minimalist boutique so exclusive that no-one is able to shop there. 

Situated in the capital’s Sir Norman Foster-designed ‘Metropolitan’ building in the stylish shopping thoroughfare of Pilsudskiego Square, the shop permits window shopping only.  This innovative consumer experience will be supported by an integrated marketing campaign that celebrates Peroni Nastro Azzurro’s timeless Italian heritage, rolling out across Poland’s major cities, which will include Warsaw, Cracow, Poznań, Wrocław and Gdańsk-Sopot-Gdynia.

The introduction of Peroni Nastro Azzurro in Poland will reinforce SABMiller’s position in the country’s international premium beer segment, and breathe new life into the category:  “We believe that Peroni Nastro Azzurro’s unique, authentic offering – Italian style in a bottle – will bring back the true meaning of ‘premium’ to the category, making it the premier choice for consumers seeking quality, stylish products that look and taste great,” says Chris Taylor, SABMiller’s international brand director for Peroni Nastro Azzurro.

Brewed in Italy for over forty years, Peroni Nastro Azzurro will be imported to Poland directly from its brewery in Padua, North East Italy. 

Peroni Nastro Azzurro has seen strong adoption by upmarket consumers across all markets, thanks to targeted distribution at some of the most coveted style bars and restaurants.  The Italian beer has also become the first choice for some of the world’s leading trendsetters, being served at recent exclusive events hosted by Armani, Zegna and Madonna.  “We plan to leverage Peroni Nastro Azzurro’s global success in Poland, adopting the same, targeted sales and seeding strategy,” Taylor continues.  “Overall, our goal is to generate significant growth for SABMiller’s premium brand portfolio in Poland, which includes Pilsner Urquell and Miller Genuine Draft.”