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SABMiller launches $50 million Peroni campaign

2 March 2006

Ref 8/2006

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:

High resolution images are available for the media to view and download free of charge from:

B-roll footage is available to broadcasters from Sarah Waldock at Gabrielle Shaw Communications:
Tel +44 20 7731 8811


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 20 7659 0172
Sarah Waldock 
Peroni Nastro Azzurro International Press Office
Tel: +44 20 7731 8811

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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