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SABMiller launches Peroni Nastro Azzurro in Romania

7 April 2005

Ref: 08/2005

Following its recent re-launch in the UK, SABMiller announces that it has introduced its international premium lager, Peroni Nastro Azzurro, to the Romanian market.  Through its local subsidiary Compania de Bere România (CBR), Peroni Nastro Azzurro has been available in the market since the beginning of April. 

Peroni Nastro Azzurro will be supported by a marketing campaign featuring similar advertising materials to those used in the recent re-launch of the brand in the UK.  In Romania, Peroni Nastro Azzurro will be aimed primarily at the on-trade market where it will be positioned in the super-premium category.

Chris Taylor, SABMiller’s International Brand Manger, commented:

“Peroni Nastro Azzurro will be the only Italian beer on the Romanian market and our market research indicates that Romanians recognise the brand’s hallmark characteristics of Italian spirit and effortless style.  We are tremendously excited by its potential.”
 
About Peroni Nastro Azzurro:

  • Peroni Nastro Azzurro is the leading number one Italian imported lager in the UK
  • Peroni Nastro Azzurro was created in the 1960s by the Peroni Group in Italy
  • Peroni Nastro Azzurro has been imported to the UK since 1965 as a bottled beer (33cl & 66cl).  It is now also available in draught nationwide
  • 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
  • Website: www.birraperoni.co.uk

The Bank is the lead creative agency for Peroni Nastro Azzurro worldwide, and Enterprise IG, together with sister WPP agency Added Value, created the new packaging architecture and positioning.

Ends

Notes to editors

SABMiller plc

SABMiller plc is one of the world’s largest brewers, with 2003/04 lager sales volumes in excess of 137 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 2004, the group generated US$1,391million pre-tax profit from a turnover of US$12,645 million.  SABMiller plc is listed on the London and Johannesburg stock exchanges.

Compania de Bere România

Compania de Bere România, a subsidiary of SABMiller plc, currently owns 4 breweries, with a total capacity of 3 million hectolitres and about 1,300 employees. Compania de Bere România has operations in Cluj-Napoca, Buzău, Timişoara and Braşov and holds an estimative market share of 24%. Compania de Bere România produces the beer brands Ursus Premium, Timişoreana Lux, and Ciucaş and is a distributor of Pilsner Urquell.

Birra Peroni S.p.A.

SABMiller acquired a majority interest in Birra Peroni in May 2003.  Birra Peroni S.p.A. boasts a strong heritage dating back to 1846 when it was founded by Francesco Peroni.  It is now the second largest brewer in Italy with an approximate 25% market share and three operating breweries in Bari, Rome and Padua.  Its portfolio of brands include its mainstream beer, Peroni, its premium beer, Nastro Azzurro; and other leading beers including Gran Riserva, Crystall, Tourtel, Wührer, Raffo and Itala Pilsen.  The brands imported into the UK are Peroni Nastro Azzurro and Peroni.

This announcement is available on the SABMiller website www.sabmiller.com

High resolution images are available for the media to view and download free of charge from www.vismedia.co.uk
   

For further information:

SABMiller plc
Nigel Fairbrass
Head of Media Relations                                Tel: +44 20 7659 0105
SABMiller plc                          Mob: +44  7799 894265

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