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SABMiller to launch Peroni Nastro Azzurro in France

4 July 2007

 The Italian lager becomes the fastest growing premium lager in the UK

London, 4 July 2007.  SABMiller plc, one of the world’s leading brewers, today announces the launch of its premium Italian beer, Peroni Nastro Azzurro, in France.   To mark the occasion an exclusive party with celebrity attendance will be held at Zebra Square, the style bar in the heart of Monte Carlo. 

Globally recognised as one of the most exclusive and stylish locations, Monaco is the perfect place to introduce the brand in France. Whilst overall beer consumption in the country is lower than some parts of Europe, research shows that there is certainly potential for growth in the international premium brands sector.   This grew by 3% between 2004 and 2005 and is anticipated to accelerate in the next five years.*

Back in the UK, according to ACNielsen, Peroni Nastro Azzurro has entered the top 10 premium lager brands by volume and in the past 3 months it was one of only two beer brands to register an increase. 

Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro, commented:

“We are very excited about the launch of the brand in France and the opportunities it presents.  Whilst traditionally the country is better known for its love of wine, Peroni Nastro Azzurro has changed people’s perceptions of traditional beer drinking. Through innovative marketing campaigns which reflect our unique Italian style positioning, such as Emporio Peroni and being the first official beer sponsor of Fashion Week, it is now situated firmly alongside the champagne and long drinks categories.”

Peroni Nastro Azzurro is part of SABMiller’s global premium brand portfolio which also includes Pilsner Urquell and Miller Genuine Draft.


* Datamonitor & Platologic

Notes to editors

About Peroni Nastro Azzurro

SABMiller acquired a majority interest in Birra Peroni in May 2003.  For decades a favourite with Italian beer drinkers, in 2005 Peroni set out to change people’s perceptions of traditional beer drinking and re-launched as Peroni Nastro Azzurro with a sleek new look that reflected its authentic Italian heritage.  The rebranding enabled Peroni to be relaunched across the world, but the beer has always retained its original cool, crisp and refreshing taste.  To support the brand re-launch, SABMiller announced the global brand strategy for Peroni Nastro Azzurro which kicked off in London with ‘Emporio Peroni’ – an exclusive non-shop boutique. Situated on London’s Sloane Street, a single bottle of Peroni was showcased on an illuminated plinth in a blank white retail space, captivating passers by who could look but not enter the shop.  It was estimated that 63 million people around the world saw or heard the resulting news stories. The same groundbreaking marketing activation has since appeared in the US, Poland, Peru and Puerto Rico.

Building on the success of Peroni’s 2005 re-launch, SABMiller invested $50 million to support the brand’s global communications campaign in 2006.  As part of the global campaign, the trailblazing Italian lager delighted audiences with its remake of Federico Fellini’s classic film, La Dolce Vita.  In paying homage to this icon of Italian cinema, Peroni also affirmed its place in the history of Italian style. 

About SABMiller plc

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 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 2007, the group reported US$3,154 million adjusted pre-tax profit and revenue of US$18,620 million.   SABMiller plc is listed on the London and Johannesburg stock exchanges.

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SABMiller plc
Tel:  +44 20 7659 0100

Sue Clark 
Director of Corporate Affairs 
Tel:  +44 20 7659 0184

Kelly Mulvey
Senior Manager, Investor Relations 
Tel: +44 20 7659 0176
Victoria McNamee 
Corporate Media Relations Manager 
Tel: +44 20 7659 0172
Sarah Stringfellow 
Peroni Nastro Azzurro International Press Office 
Tel: +44 7859 004236

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