Birra Peroni announces launch of Miller Genuine draft in Italy and termination of Budweiser contract
28 March 2003
Birra Peroni (Peroni), the Italian subsidiary of SABMiller plc, announces that it will launch Miller Genuine Draft in the Italian market towards the end of 2003. Peroni has a strong number two position in Italy through its Peroni and Nastro Azzurro brands.
Peroni’s agreement with Anheuser-Busch to brew and distribute the Budweiser brand in Italy will now be terminated with effect from November 2003. The agreement, which has been in place since 1995, has not been renegotiated following SABMiller’s acquisition of a 60% stake in Peroni in May 2003.
In the year ending December 2002, Budweiser domestic Italian sales accounted for 173,000 hectolitres, or approximately 4% of total Peroni volumes.
Commenting on the decision, Peroni Managing Director Harry Langley said:
“The import market in Italy, in particular that for major international brands, is growing ahead of trend. Joining the SABMiller Group has created significant opportunities for Peroni to exploit the company’s strong portfolio of international brands.”
For further information:
Anna Miller Salzman
Head of Investor Relations
Tel. +44 (0)20 7659 0100
Tel. +44 (0)20 7659 0105
Notes to editors
SABMiller plc is one of the world’s largest brewers, with 2002/03 lager volumes in excess of 115 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 2003, the group generated US$770 million pre-tax profit from a turnover of US$9,112 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.