The release of Peroni Nastro Azzurro into South Africa is part of SABMiller's international expansion strategy for the brand, following the acquisition of Italian brewer Birra Peroni in 2003. Peroni Nastro Azzurro has recently been launched by SABMiller in Romania and re-launched in the UK.
SAB spokesman Michael Farr says: "The shift to premium brands in South Africa continues to gain momentum and our share of this sector has grown by more than 50%, driven by brand growth and marketing capability. This makes it an ideal time for us to test a new premium brand in the market as part of our strategy to offer consumers a wide range of brands from which to choose.
"When it comes to self expression, effortless style and flair, nobody does it better than the Italians. In Peroni Nastro Azzurro we have a brand that encapsulates that Italian spirit and passion for life and we are tremendously excited by its worldwide potential."
SAB marketing director Peter McLoughlin says that Peroni Nastro Azzurro will be positioned as a more aspirational alternative in the premium beer category.
"This is the only beer brand that represents the marriage of premium quality and Italian craftsmanship. Peroni Nastro Azzurro has a rich Peroni family heritage and has become a byword for Italian style, authenticity and quality. Ultimately, it is Italian design applied to beer."
