14 September 2006
SABMILLER INTRODUCES PERONI NASTRO AZZURRO TO COLOMBIA
London and Johannesburg, 14 September 2006. SABMiller plc, one of the world's
leading brewers, announces 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 Bogota 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.
Notes to editors:
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.
Peroni Nastro Azzurro
• 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.
• 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.
This announcement is available on the company website: www.sabmiller.com
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SABMiller plc Tel: +44 20 7659 0100
Sue Clark Director of Corporate Affairs Tel: +44 20 7659 0184
Gary Leibowitz Vice President, Investor Relations Tel: +44 20 7659 0174
James Crampton Media Relations Manager Tel: +44 7795 208158
Maria Clara Gracia Director of Media Relations and Tel: +57-1-638 9290
Buitrago Corporate Identity - Bavaria S.A. - Bogota
Sarah Waldock Peroni Nastro Azzurro International Tel: +44 7738 468478
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'Company') or any of its affiliates in any jurisdiction or an inducement to
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