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US: Peroni Nastro Azzurro To Continue Sponsorship Of LA Fashion Week

13 October 2008

Premium Beer Brings Classic Italian Style To Chic Event

LOS ANGELES (October 13, 2008) – Peroni Nastro Azzurro, the premium Italian lager, today announced it will continue its sponsorship of LA Fashion Week through 2009. As the official beer of LA Fashion Week, Peroni will be available backstage at many shows and at parties and social events throughout the week.

“When you think of places that exude style and fashion, you have to think of Italy and Los Angeles,” said Evan Cohen, Marketing Director, Peroni. “In that same spirit, we’re excited to provide Peroni, which embodies the very essence of Italian style, to the fashionistas who will descend on LA this week.”

First introduced in the 1960s in Rome, and imported to the United States since early 2005, Peroni Nastro Azzurro is one of the best known Birra Peroni brands and is the leading premium beer in Italy. Its clean taste and clarity appeals to urban, upscale consumers who want a refreshing, drinkable beer they can enjoy throughout the night.

Los Angeles Fashion Week runs from October 12 – 16 at Smashbox Studios.

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Peroni Sponsors LA Fashion Week
October 2008
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About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

For more information, contact:

Jonathan Stern

Adam Selwyn
Dig Communications

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