Romania: Following its recent re-launch in the UK, SABMiller announced on April 7 that it has introduced its international premium lager, Peroni Nastro Azzurro, to the Romanian market. Through its local subsidiary Compania de Bere România (CBR), Peroni Nastro Azzurro has been available in the market since the beginning of April.
Peroni Nastro Azzurro will be supported by a marketing campaign featuring similar advertising materials to those used in the recent re-launch of the brand in the UK. In Romania, Peroni Nastro Azzurro will be aimed primarily at the on-trade market where it will be positioned in the super-premium category.
Chris Taylor, SABMiller’s International Brand Manger, commented: “Peroni Nastro Azzurro will be the only Italian beer on the Romanian market and our market research indicates that Romanians recognise the brand’s hallmark characteristics of Italian spirit and effortless style. We are tremendously excited by its potential.”
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.
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.
Compania de Bere România, a subsidiary of SABMiller plc, currently owns 4 breweries, with a total capacity of 3 million hectolitres and about 1,300 employees. Compania de Bere România has operations in Cluj-Napoca, Buzãu, Timiºoara and Braºov and holds an estimative market share of 24%. Compania de Bere România produces the beer brands Ursus Premium, Timiºoreana Lux, and Ciucaº and is a distributor of Pilsner Urquell.
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 Peroni Nastro Azzurro and Peroni.
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