SABMiller launches Peroni Nastro Azzurro in the Netherlands
14 April 2010
This month SABMiller, one of the world's leading brewers, launches Peroni Nastro Azzurro in the Netherlands. The decision to launch the brand reflects the growing number of Dutch consumers who are increasingly keen to sample new beer brands and experiences - this launch will give drinkers a distinctive and stylish alternative within the range of beers currently available in the Netherlands.
Peroni Nastro Azzurro will be imported from Italy and will be distributed selectively in the Netherlands. The beer will be exclusively available in 330ml bottles from stylish Italian restaurants, upmarket bars and clubs, and leading domestic caterers and delicatessens. The marketing, sales and distribution of the brand will be managed by SABMiller's Dutch operation, Royal Grolsch NV.
Andrew Walker, Peroni Nastro Azzurro Global Brand Director said "Peroni Nastro Azzurro's unique Italian style positioning, as well as the Dutch consumer demand for new experiences means the brand is well placed to be very successful in the Netherlands. Peroni Nastro Azzurro continues to win hearts and minds around the world. It has reinvigorated the beer category by constantly challenging people's perceptions about traditional beer drinking, country by country, and it has done this by ensuring that the brand's Italian heritage and style remains at the core of all its activities."
The Netherlands joins a growing list of countries in which Peroni Nastro Azzurro is available, including Australia, India, Russia, South Africa, the UK, the US, Colombia, Canary Islands, Canada, France, Hungary, Peru, Poland, Romania, Puerto Rico, Japan and of course its birthplace in Italy.
One of the events at which Peroni Nastro Azzurro will be presented to the Dutch market will be during Venuez 2010 - the Hospitality & Style Event will take place on the 13th and 14th of April at the Cruise Terminal in Rotterdam.
About SABMiller plc
SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2009, the group reported US$3,405 million adjusted pre-tax profit and group revenue of US$25,302 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
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About Peroni Nastro Azzurro
Peroni Nastro Azzurro is an intensely crisp and refreshing lager, with an unmistakable touch of Italian style. The beer is brewed in Italy to the original recipe, since 1963. Peroni is served best 3-5° and goes well with light Italian food. Next to Italy and the Netherlands the Italian beer is also available in Australia, various African countries, France, India, Peru, Poland, Romania, Russia, Japan, UK and USA. Crisp and refreshing Italian taste.
Royal Grolsch N.V. is a company with a history that goes back to the year 1615, making it one of the oldest and most successful breweries in the Netherlands. Grolsch is active in the drinks markets in the Netherlands and a great many other countries. Grolsch enjoys a position as a premium brand throughout the world, with a central role being played by the unique Grolsch values of distinctive flavour, top quality, tradition, aspiration, authenticity and shared enjoyment. Since 2004, Grolsch has been based in a modern brewery complex in Enschede. On 12 February 2008, Grolsch became a subsidiary of SABMiller plc.
SABMiller plc Tel: +44 20 7659 0100
Bianca Shevlin Corporate Media Relations Manager Tel: +44 20 7659 0172