SABMiller launches Peroni Leggera
2 March 2009
The lighter version of Peroni Nastro Azzurro debuts in Australia
SABMiller announces the launch, in Australia, of Peroni Leggera (Italian for ‘Light'), the lighter version of Peroni Nastro Azzurro, a jewel in the leading brewer's premium brand portfolio. Peroni Leggera is the first extension of the Peroni Nastro Azzurro brand and is set to create a new and exciting segment within the beer category. The light segment is the fastest growing category in the beer market and Peroni Leggera is set to make a difference to this growing segment.
The world's number one premium Italian beer has experienced significant global growth, with 2008 international sales of Peroni Nastro Azzurro 25% greater than in 2007, Peroni Leggera is predicted to build on the brands' growth.
Chris Taylor, Group International Brands Director at SABMiller said:
"Peroni Nastro Azzurro is excited to be launching Peroni Leggera as it builds on the brands offering and it is a real innovation that will open the brand up to new international consumers."
Peroni Leggera is a crisp and refreshing lager with all the taste of the Peroni Nastro Azzurro, however it will be lower in carbohydrates, calories and alcohol. The light version is born of the original 1963 Peroni Nastro Azzurro formulation, using the same unique Italian ingredients and craftsmanship to create a crisp, refreshing and light taste.
Roberto Cavalli, Chief Brewmaster said:
"We insist on using only two row spring planted barley, three super aromatic hop varieties, pilsen malt and 25 % of the world renowned Italian maize blended with the pure soft water to give it a crisp, refreshing, sparkling character. The fine delicate aroma of Peroni Leggera enhances the feeling of naturalness and its lightness makes it an easy to drink, low carbohydrate and non filling sociable beer ideal for summer climates the world over."
The initial investment for the launch of the new brand is estimated at AUS $ 5 million/£ 2.2 Million which will at this initial stage include launch events in Australia, an ATL campaign, PR, and on and off premise sampling and activations.
Peroni Leggera will launch initially in Australia, after which it will evaluated for its potential in other Peroni Nastro Azzurro markets. Peroni Nastro Azzurro is available in Australia, India, Russia, South Africa, the UK, the US, Colombia, Canary Islands, Canada, France, Peru, Poland, Romania, Puerto Rico, Japan and of course its birthplace in Italy.