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SABMiller launches Peroni campaign in New York

5 June 2006

Ref 22/2006

SABMiller plc, one of the world’s leading brewers, today announces the New York launch of its new global brand campaign for its international premium beer Peroni Nastro Azzurro. Over the remainder of the year, SABMiller will invest in a range of advertising and marketing initiatives and target key accounts across New York City.  The campaign for Peroni Nastro Azzurro will also be rolled out in San Francisco and Miami later this year.

As part of its positioning programme, Peroni Nastro Azzurro has signed a contract with IMG Sports & Entertainment to become the exclusive beer sponsor of Fashion Week events taking place in New York, Miami and Los Angeles.  New York Fashion Week takes place in September 2006 with follow on events in February and September of 2007.  Miami Fashion Week takes place in July 2006 and July 2007, and Los Angeles events occur in October 2006 and March and October of 2007. 

The campaign launch follows a successful seeding programme in New York and positive results from test areas in the US, as well as high-profile launches in the UK and South Africa. Miller Brewing Company, a subsidiary of SABMiller plc, introduced a teaser of the new brand campaign for Peroni Nastro Azzurro during the Oscars. The campaign is based around an adaptation of Fellini’s 1960 masterpiece ‘La Dolce Vita’.

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

“Peroni Nastro Azzurro represents Italian style and sophistication, attributes with which the New York consumer can easily identify. With critical acclaim at the Oscars launch, we firmly believe that Peroni Nastro Azzurro can perform well in New York import market.  We are also excited about the upcoming sponsorship of Fashion Week which truly reflects the Peroni Nastro Azzurro values and continues our effort to push the boundaries of traditional beer marketing.”

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

Tom Cardella, Miller Brewing’s Senior Vice President - International Brands and Market Development, said:

“With imported beers representing the fastest-growing segment of the U.S. beer industry, we are stepping up our marketing efforts on Peroni Nastro Azzurro with programs in line with its upscale positioning.  Peroni’s style-infused marketing efforts, including our alliance with IMG’s Fashion Week events, will enable Peroni to take its place among other iconic Italian brands.”


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 2006, the group reported US$2,626 million adjusted pre-tax profit and a turnover of US$15,307 million.  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:


SABMiller plc  Tel:
+44 20 7659 0100
Sue Clark 
Director of Corporate Affairs 
Tel: +44 20 7659 0184
Gary Leibowitz
Vice President, Investor Relations 
Tel: +44 20 7659 0174
James Crampton 
Media Relations Manager 
Tel: +44 7795 208158
Sarah Waldock 
Peroni Nastro Azzurro International Press Office 
Tel: +44 7738 468478

This announcement does not constitute an offer to sell or issue or the solicitation of an offer to buy or acquire securities of SABMiller plc (the "Company") or any of its affiliates in any jurisdiction or an inducement to enter into investment activity.

This document includes "forward-looking statements".  These statements may contain the words "anticipate", "believe", "intend", "estimate", "expect" and words of similar meaning.  All statements other than statements of historical facts included in this announcement, including, without limitation, those regarding the Company's financial position, business strategy, plans and objectives of management for future operations (including development plans and objectives relating to the Company's products and services) are forward-looking statements.  These forward-looking statements involve known and unknown risks, uncertainties and other important factors that could cause the actual results, performance or achievements of the Company to be materially different from future results, performance or achievements expressed or implied by such forward-looking statements.  These forward-looking statements are based on numerous assumptions regarding the Company's present and future business strategies and the environment in which the Company will operate in the future.  These forward-looking statements speak only as at the date of this announcement.  The Company expressly disclaims any obligation or undertaking to disseminate any updates or revisions to any forward-looking statements contained in this announcement to reflect any change in the Company's expectations with regard thereto or any change in events, conditions or circumstances on which any such statement is based.

Any information contained in this announcement on the price at which the Company's securities have been bought or sold in the past, or on the yield on such securities, should not be relied upon as a guide to future performance.

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