Poland: SABMiller introduces Peroni Nastro Azzurro in Poland
SABMiller plc, one of the world’s leading brewers, announced on April 21 that its Polish subsidiary, Kompania Piwowarska (‘KP’), is launching the group’s international premium lager, Peroni Nastro Azzurro, into Poland’s US$250 million premium lager market. As Poland’s leading brewer with a 37% market share, KP has unveiled Peroni Nastro Azzurro in Warsaw with Europe’s second ‘Emporio Peroni’, a minimalist boutique so exclusive that no-one is able to shop there. Situated in the capital’s Sir Norman Foster-designed ‘Metropolitan’ building in the stylish shopping thoroughfare of Pilsudskiego Square, the shop permits window shopping only. This innovative consumer experience will be supported by an integrated marketing campaign that celebrates Peroni Nastro Azzurro’s timeless Italian heritage, rolling out across Poland’s major cities, which will include Warsaw, Cracow, Poznań, Wrocław and Gdańsk-Sopot- Gdynia.
The introduction of Peroni Nastro Azzurro in Poland will reinforce SABMiller’s position in the country’s international premium beer segment, and breathe new life into the category: “We believe that Peroni Nastro Azzurro’s unique, authentic offering – Italian style in a bottle – will bring back the true meaning of ‘premium’ to the category, making it the premier choice for consumers seeking quality, stylish products that look and taste great,” says Chris Taylor, SABMiller’s international brand director for Peroni Nastro Azzurro.
Brewed in Italy for over forty years, Peroni Nastro Azzurro will be imported to Poland directly from its brewery in Padua, North East Italy.
Peroni Nastro Azzurro has seen strong adoption by upmarket consumers across all markets, thanks to targeted distribution at some of the most coveted style bars and restaurants. The Italian beer has also become the first choice for some of the world’s leading trendsetters, being served at recent exclusive events hosted by Armani, Zegna and Madonna. “We plan to leverage Peroni Nastro Azzurro’s global success in Poland, adopting the same, targeted sales and seeding strategy,” Taylor continues. “Overall, our goal is to generate significant growth for SABMiller’s premium brand portfolio in Poland, which includes Pilsner Urquell and Miller Genuine Draft.”
About Peroni Nastro Azzurro
• Peroni Nastro Azzurro is the number one premium Italian beer in the world.
• 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.
• Web site: www.peroniitaly.com
About Kompania Piwowarska
Kompania Piwowarska - The industry leader in Poland, Kompania Piwowarska is the biggest and the most profitable company in the brewing industry in Poland. Several hundred years of brewing experience, modern technology and rigorous adherence to World Class Manufacturing principles guarantee the uncompromising quality of its products. Its brand portfolio includes: Tyskie, the biggest beer brand in Poland, Zubr, Lech, Debowe Mocne, Pilsner Urquell, Redd's, Dog in the Fog and Miller Genuine Draft. Kompania Piwowarska was established in 1999 as a result of the merger of Tyskie Browary Ksiazece and Lech Browary Wielkopolski. In 2003, the company acquired Browar Dojlidy. In the financial year ended on 31 March 2005, Kompania Piwowarska achieved a net profit of PLN 481 million on sales revenue of more than PLN 3.3 billion.
About Birra Peroni S.p.A.
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 the number one beer brand in Italy, Peroni; Nastro Azzurro, the leading Italian brand in the premium segment; and other leading beers including Gran Riserva, Crystall, Wührer and Raffo.
About SABMiller plc
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.
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