07 December, 2005

USA:Miller chooses Atlanta to boost sales of its Peroni Nastro Azzurro

Miller Brewing Company has chosen Atlanta to launch a new campaign aiming at increasing sales of its niche Italian beer, Peroni Nastro Azzurro, Atlanta Business Chronicle reported on December 2.

Miller will display Peroni beer bottles at select upscale boutiques, restaurants and storefronts in Virginia-Highland and other key Atlanta spots, with a focus on building the brand as a conduit of Italian style and elegance. In addition, print advertisements throughout the city will feature an all-white background, with Peroni in small gray letters, and nothing else.

The senior vice president of Miller's international brands and market development, Tom Cardella, said the method was all about building mystique. "Our goal in the states is we want to embed the brand into the world of style," Cardella said, adding that the campaign targets "modern sophisticates."

According to industry experts import beer sales are the fastest-growing segment in the U.S. beer market, Cardella added.

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