SABMiller launches Peroni Nastro Azzurro in South Africa
22 June 2005
SABMiller announces that it is launching its premium Italian beer brand, Peroni Nastro Azzurro, in South Africa. Peroni Nastro Azzurro will be initially available in selected outlets in the high volume Gauteng area, with the intention of rolling the brand out nationally in future.
The release of Peroni Nastro Azzurro into South Africa is part of SABMiller’s international expansion strategy for the brand, following the acquisition of Italian brewer Birra Peroni in 2003. Peroni Nastro Azzurro has recently been launched by SABMiller in Romania and re-launched in the US and UK.
Established in 1846 with the opening of its first brewery, Birra Peroni has grown both within Italy and internationally to become a symbol of quality and success worldwide. Peroni Nastro Azzurro which was first brewed in 1963, is Birra Peroni’s premium export brand and the biggest selling Italian beer outside Italy, where it is now available in more than 38 countries.
Chris Taylor, SABMiller’s International Brand Director said:
“The shift to premium brands in South Africa continues to gain momentum and our share of this sector has grown by more than 50%, driven by brand growth and marketing execution. Peroni Nastro Azzurro will be positioned as a more aspirational alternative in the premium beer category and we are excited by its prospects.”
Peroni Nastro Azzurro is an intensely crisp and refreshing lager. This premium beer is 5.1% alcohol by volume and expertly brewed using the finest variety of spring planted barley and the highest quality maize, malt and hops.
Its unique taste is refreshing and dry, with a clear-cut, clean character and clarity achieved through an exclusive brewing process. This ensures that the beer has both a fresh and natural quality. It is crisp and lightly sparkling, not heavy, bitter or bloating.
NOTES TO EDITORS
Peroni Nastro Azzurro
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.
SABMiller plc is one of the world’s largest brewers, with 2004/05 lager sales volumes in excess of 148 million hectolitres. It has a brewing presence in over 40 countries across four continents and a portfolio of strong brands and leading market shares in many of the countries in which it has brewing operations. Outside the USA, SABMiller plc is one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2005, the group generated US$2,194 million pre-tax profit from a turnover of US$14,543 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
The South African Breweries Ltd
The South African Breweries Limited was established in 1895 and employs just over 8,232 people, including ABI. It owns seven breweries with a brewing capacity of some 31.4 million hectolitres. Total beer volumes sold during the last financial year to end March 2005 reached 25.9 million hectolitres.
SAB Ltd is the South African subsidiary of SABMiller plc.
Birra Peroni S.p.A.
SABMiller acquired a majority interest in Birra Peroni in May 2003. Birra Peroni S.p.A. boasts a strong heritage dating back to 1846 when it was founded by Francesco Peroni. It is now the second largest brewer in Italy with an approximate 25% market share and three operating breweries in Bari, Rome and Padua. Its portfolio of brands include its mainstream beer, Peroni, its premium beer, Nastro Azzurro; and other leading beers including Gran Riserva, Crystall, Tourtel, Wührer, Raffo and Itala Pilsen.
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