Colombia: SABMiller introduces Nastro Azzurro to Colombian beer drinkers

SABMiller plc, one of the world’s leading brewers, announced September 14 the introduction of its premium Peroni Nastro Azzurro brand into South America for the first time. The brand will be launched in Colombia becoming the company’s first foreign imported beer into the region.

Peroni Nastro Azzurro will initially be made available in high-end on-trade premises in Bogotá and Medellin, with seasonal availability in Cartagena. The launch will be supported by an integrated marketing campaign including above and below the line activity embodying Peroni Nastro Azzurro’s unique Italian style.

This introduction continues SABMiller’s global expansion of Peroni Nastro Azzurro and will mean the brand is now represented in appropriate outlets in all SABMiller regional markets. It also highlights the move by Bavaria, a subsidiary of SABMiller plc, to develop the premium segment of the beer market in Colombia alongside existing local brand Club Colombia - driving not only growth in mix, but volume growth in the key value end of the beer category.

Buoyant trading conditions were experienced across the region during the past quarter with sales increasing 7.5% against the comparable period last year. This growth was underpinned by improving economic conditions, increased brand and trade investments as well as launches of packaging innovations.

Karl Lippert, president of Bavaria, commented: “The introduction of Peroni Nastro Azzurro to Colombia not only bolsters our presence in the premium segment along with Club Colombia, but aims to develop the category itself in the country. The growing sophistication of our consumers, and our research, point to strong interest in a stylish Italian brand, like Peroni. This launch is an important step for us as we develop our portfolio of brands to satisfy the needs of all Colombian beer consumers.”

SABMiller International Brand Director for Peroni Nastro Azzurro, Chris Taylor, said: “Peroni Nastro Azzurro is now in five continents around the world with high consumer awareness, growing demand and strong performances in all of its markets. It’s a simple concept – Italian style in a bottle – and one which we firmly believe will make Peroni Nastro Azzurro into the premier choice for consumers around the world.”

Peroni Nastro Azzurro is part of SABMiller’s global premium brand portfolio which also includes Pilsner Urquell and Miller Genuine Draft. Brewed in Italy for over forty years, Peroni Nastro Azzurro will be imported to Colombia from SABMiller’s brewery in Bari, in southern Italy.

Peroni Nastro Azzurro is the leading premium Italian beer worldwide. 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. The brew is available as a bottled beer (33cl & 66cl) and draught in certain markets. It 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 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 2006, the group reported US$15,307 million in revenues and profit before tax of US$2,453 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

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