SABMiller to launch Italy`s Peroni in SA
June 22, 2005
SABMiller would launch Italy`s Peroni Nastro Azzurro beer on to the South African market to capitalise on surging sales in the premium brand sector, the company said yesterday.
London-listed SABMiller completed its takeover of Birra Peroni when it bought out minority shareholders in February.
`The release of Peroni Nastro Azzurro into South Africa is part of SABMiller`s international expansion strategy for the brand, following the acquisition of Birra Peroni in 2003,` said SABMiller`s South African unit, SAB.
SAB reported premium beer sector sales up by more than 50 percent in the year to March 2005, attributing the growth to robust economic growth and its marketing strategy.
`The shift to premium brands in South Africa continues to gain momentum, and our share of this sector has grown by more than 50 percent, driven by brand growth and marketing capability,` SAB spokesperson Michael Farr said.
`This makes it an ideal time for us to test a new premium brand as part of our strategy to offer consumers a wide range.`
Peroni Nastro Azzurro had recently been launched by SABMiller in Romania and relaunched in the UK, SAB added.
SABMiller has introduced several leading brands from its international portfolio ahead of the expiry next year of SAB`s licence to brew and market Heineken`s Amstel brand, which accounts for the majority of South Africa`s premium sector beer sales by volume.
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