United Kingdom: SABMiller announced on January 20 the launch of a global brand strategy for its Italian premium beer, Nastro Azzurro. The number one Italian premium beer will be renamed Peroni Nastro Azzurro in its international markets to reaffirm its Italian pedigree and the rich heritage associated with the Birra Peroni family brewery. As part of the re-branding, the trademark red, blue and white Nastro Azzurro label has been updated with a more contemporary feel, whilst retaining all the timeless elements of the original. The classic green bottle will now enjoy a sleeker, longer neck in addition to the endorsement of the Birra Peroni credentials. The light, crisp and refreshing beer at 5.1% abv, which is synonymous with Italian style, will remain entirely unchanged.

As part of Peroni Nastro Azzurro’s new global challenge it will be gradually introduced into a number of SABMiller’s international markets where it does not already have a presence. In the UK, where the brand has been growing steadily for a number of years, the new Peroni Nastro Azzurro will be imported into the market from early March. In the US, the brand will change from Peroni to Peroni Nastro Azzurro and will now be imported by the Miller Brewing Company. In Italy the brand will remain Nastro Azzurro, but both the bottle and label will be consistent with the new global identity.

Chris Taylor, SABMiller’s International Brand Director, commented: “When it comes to self expression, effortless style and flair, nobody does it better than the Italians. In Peroni Nastro Azzurro we have a brand that encapsulates that Italian spirit and passion for life and we are tremendously excited by its worldwide potential.”

The new Peroni Nastro Azzurro positioning will be supported by a £3.5 million campaign beginning in the UK. More detail on the ATL will be provided in February, however it will consist of print and outdoor advertising and will be advertised on UK cinema bringing a touch of Italian style to the UK beer market. The new Peroni Nastro Azzurro brand will be available in London and other key conurbations.

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. Peroni Nastro Azzurro is sold in style bars, pubs and restaurants which include Bar Under the Clock at Queen Victoria Street, Isola Bar at Knightsbridge, The American Bar at the Strand, Lots Road Pub & Dining Room in south west Fulham, etc. 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.

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.

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 Nastro Azzurro, Gran Riserva and Peroni.

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