Peroni announces £1 million international sailing sponsorship
1 August 2006
PERONI ANNOUNCES £1 MILLION INTERNATIONAL SAILING SPONSORSHIP
London and Johannesburg, 1 August 2006. SABMiller plc, one of the world’s leading brewers, today announces that its international premium brand Peroni Nastro Azzurro has signed a contract Nautor’s Swan to become the exclusive global sponsor of its Swan 45 Class fleet. The £1 million sponsorship will provide Peroni Nastro Azzurro with a unique, global sponsorship platform from which a variety of sailing related activities will be implemented across its key markets. In its first year, the fleet of yachts will take part in regattas in the US, UK and Italy.
Peroni Nastro Azzurro has long been associated with sailing. The term “Nastro Azzurro” (meaning Blue Ribbon) derives from the ‘Blue Riband’ - a long-established award given to boats which make the fastest Atlantic Ocean crossing. During the 1980s and 1990s, Peroni Nastro Azzurro sponsored a range of regattas and individual boats, including the America’s Cup yacht, Azzurra.
SABMiller views this sponsorship opportunity as a long-term commitment with the intention of incrementally increasing its annual investment and activity with the Swan 45 Class. Officially launching at Skandia Cowes Week, the world’s oldest and largest yachting regatta, the fleet will then sail on to Porto Cervo in Sardinia with the Rolex Swan Cup on 12 September 2006.
The sponsorship follows a successful launch in New York, as well as high-profile campaigns in the UK and South Africa. Peroni Nastro Azzurro has grown over 30% in both the on and off-trade in the UK in the three months to 30 June 2006.
Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro, commented:
“As we continue to introduce Peroni Nastro Azzurro into new and exciting markets around the world, we wanted to develop a stylish, long-term global sponsorship property with a like-minded brand that really leveraged Peroni Nastro Azzurro’s sailing heritage. Italy’s Nautor’s Swan is known for its sophisticated design, its flair and style, and its passion to produce exceptional products – attributes intrinsic to the Peroni Nastro Azzurro brand. It was a natural fit.”
Enrico Chieffi, Nautor's Swan's Vice President of Marketing and Sales and two time America's Cup tactician, said:
"Nautor's Swan is delighted to be linking its Swan 45 Class to such a prestigious Italian brand. Our complementary values mean this is a natural partnership and one we look forward to growing over the coming years."
Peroni Nastro Azzurro is part of SABMiller’s global premium brand portfolio which also includes Pilsner Urquell and Miller Genuine Draft.
This announcement and an interview with Chris Taylor is available on the company website: www.sabmiller.com
Notes to editors:
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five continents. The group’s brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands. Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2006, the group reported US$15,307 million in revenues and profit before tax of US$2,453 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
Peroni Nastro Azzurro
- Peroni Nastro Azzurro is the leading premium Italian beer worldwide.
- Birra Peroni first started brewing in 1846, and Nastro Azzurro was first created in the early 60’s in Italy.
- Peroni Nastro Azzurro with sleek new retro design was launched around the world in early 2005.
- Peroni Nastro Azzurro is available as a bottled beer (33cl & 66cl) and draught in certain markets.
- Peroni Nastro Azzurro is a well-balanced (low residual sugar content), clear pale lager made by brewing the finest spring-planted barley combined with malts and hops to create the highest standard of premium beer.
Nautor’s Swan 45
Swan 45 Class is a fleet of high performance, luxury yachts frequently entered in global racing classes with nearly of all the 1,900 which have been since 1966 still in use. More information can be found at www.nautorswan.com.
High resolution brand images are available for the media to view and download free of charge from www.vismedia.co.uk.
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