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SABMiller to launch Peroni Nastro Azzurro in Russia

23 April 2008

Row of Peroni glassesSABMiller, one of the world’s leading brewers, today announces the launch of its premium Italian brand, Peroni Nastro Azzurro, in Russia.  It is the most significant launch for Peroni Nastro Azzurro this year.  This investment is part of the brand’s £25million international roll out.  The world’s number one premium Italian beer has experienced significant global growth in the last year, with international sales of Peroni Nastro Azzurro at the end of March up 72% over last year*. 
To mark the occasion of the Russia launch, Peroni Nastro Azzurro hosted a party at a central Moscow style venue, Arsenal, on 22 April.  To reinforce the brand’s Italian style positioning, Italian fashion designer, Antonio Berardi, presented an installation of his highly coveted parachute dresses from his recently revealed A/W 2008-2009 collection in Paris last month.  These innovative pieces of Italian design are already creating a stir in the fashion world and this is the first time that the dresses will be on Russian soil. 
James Wilson, SABMiller Russia’s Managing Director says:
“Russians have long had a love affair with all things Italian, associating their goods with elegance, craftsmanship and authenticity.  They are becoming increasingly demanding and appreciate brands with quality, strong heritage and international appeal, all values embodied by Peroni Nastro Azzurro.”

Chris Taylor, SABMiller’s International Brand Director for Peroni Nastro Azzurro adds:
“Peroni Nastro Azzurro’s unique Italian style positioning, as well as the huge opportunities opening up in the Eastern markets, means the brand is well placed to be very successful in Russia.  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.“
Peroni Nastro Azzurro is truly an international brand, now present in Australia, India, South Africa, the UK, the US, Colombia, France, Peru, Poland, Romania, Puerto Rico, Japan and of course its home in Italy.


Notes to editors
* Based on international sales excluding Italy.

About SABMiller
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across six continents. The group’s brands include premium international beers such as Pilsner Urquell, Miller Genuine Draft, Grolsch and Peroni Nastro Azzurro, as well as an exceptional range of market leading local brands. 
SABMiller plc is listed on the London and Johannesburg stock exchanges.
For more information on SABMiller, please visit
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About Peroni Nastro Azzurro
• Peroni Nastro Azzurro is the number one premium Italian beer in the world
• Birra Peroni first started brewing in 1846 and Peroni Nastro Azzurro was first created in the 1960’s in Italy
• Peroni Nastro Azzurro is refreshing lager beer with a distinctive taste and sparkle.  It is brewed with finesse, using varieties of the finest spring-planted barley, maize, malt and hops to create the highest standard of premium beer
• Web site:

Bianca Shevlin
Corporate Media Relations Manager
SABMiller plc
Tel: +44 20 7659 0172

Peroni Nastro Azzurro International Press Office
Gabrielle Shaw Communications
Sarah Stringfellow
Tel.  020 7731 8811

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