SABMiller launches $50 million Peroni campaign
2 March 2006
SABMiller plc, one of the world’s leading brewers, today announces that it will invest US$50 million over the next 18 months in a new global brand campaign for its international premium beer Peroni Nastro Azzurro. The campaign will incorporate a range of advertising and marketing initiatives based around an adaptation of Fellini’s 1960 masterpiece ‘La Dolce Vita’ – a film that encapsulated the essence of Italian style and spurred a global affection for all things Italian. The programme, which will roll out in the UK in April, will be followed by launches in the US, South Africa and Romania. The campaign will include cinema advertising, print and outdoor billboards set in the home of La Dolce Vita and Birra Peroni - Rome.
The new investment follows a year of successful rebranding of Peroni Nastro Azzurro in the UK and the introduction of the brand into the US, Romania and South Africa. Positioned as an icon of Italian style, Peroni has enjoyed positive growth in its international markets supported by creative marketing initiatives including Emporio Peroni – the exclusive non-shop shop on Sloane Street, London, high class brand association with other trendsetting categories, and innovative point of sale collaterals such as new packaging and glassware ranges.
Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro, commented:
“The association of Peroni Nastro Azzurro with this iconic film, that represents Italian style and sophistication, perfectly reflects the spirit and intrinsic qualities of the brand. The new campaign continues our effort to push the boundaries of traditional beer marketing and position Peroni Nastro Azzurro as a truly unisex lager competing in the long drink, wine and champagne markets.”
Peroni Nastro Azzurro is part of SABMiller’s global premium brand portfolio which also includes Pilsner Urquell and Miller Genuine Draft.
Mark Sherrington, Group Marketing Director for SABMiller, said:
“Peroni Nastro Azzurro has become a unique proposition in the growing global premium brand market. This investment is part of our commitment to drive value growth through out our international portfolio and provide a complete brand experience for our consumers.”
Notes to editors
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five 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 2005, the group reported US$2,194 million pre-tax profit and a turnover of US$14,543 million on a UK GAAP basis. SABMiller plc is listed on the London and Johannesburg stock exchanges.
Peroni Nastro Azzurro
- Peroni Nastro Azzurro is the leading premium Italian beer worldwide.
- Birra Peroni first started brewing in 1846, and Nastro Azzurro was first created in the early 60’s in Italy.
- Peroni Nastro Azzurro with sleek new retro design was launched around the world in early 2005.
- Peroni Nastro Azzurro is available as a bottled beer (33cl & 66cl) and draught in certain markets.
- 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.
This announcement is available on the company website: www.sabmiller.com
High resolution images are available for the media to view and download free of charge from: www.vismedia.co.uk
B-roll footage is available to broadcasters from Sarah Waldock at Gabrielle Shaw Communications:
Tel +44 20 7731 8811
Tel: +44 20 7659 0100
Director of Corporate Affairs
Tel: +44 20 7659 0184
Vice President, Investor Relations
Tel: +44 20 7659 0174
Media Relations Manager
Tel: +44 20 7659 0172
Peroni Nastro Azzurro International Press Office
Tel: +44 20 7731 8811
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