SABMiller Launches Peroni Nastro Azzurro in France

23/07/07 SABMiller plc, one of the world’s leading brewers, announces the launch of its premium Italian beer, Peroni Nastro Azzurro, in France.   To mark the occasion an exclusive party with celebrity attendance will be held at Zebra Square, the style bar in the heart of Monte Carlo.

Globally recognised as one of the most exclusive and stylish locations, Monaco is the perfect place to introduce the brand in France. Whilst overall beer consumption in the country is lower than some parts of Europe, research shows that there is certainly potential for growth in the international premium brands sector.   This grew by 3% between 2004 and 2005 and is anticipated to accelerate in the next five years.

Back in the UK, according to ACNielsen, Peroni Nastro Azzurro has entered the top 10 premium lager brands by volume and in the past 3 months it was one of only two beer brands to register an increase.

Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro, commented:

“We are very excited about the launch of the brand in France and the opportunities it presents.  Whilst traditionally the country is better known for its love of wine, Peroni Nastro Azzurro has changed people’s perceptions of traditional beer drinking. Through innovative marketing campaigns which reflect our unique Italian style positioning, such as Emporio Peroni and being the first official beer sponsor of Fashion Week, it is now situated firmly alongside the champagne and long drinks categories.”

Peroni Nastro Azzurro is part of SABMiller’s global premium brand portfolio which also includes Pilsner Urquell and Miller Genuine Draft.