The Netherlands: SABMiller launches Peroni Nastro Azzurro to offer Dutch consumers ‘distinctive and stylish alternative’

SABMiller plc, the world’s second-largest brewer after AB InBev, said on April, 14 it will launch Peroni Nastro Azzurro in the Netherlands this month.

The decision to launch the Italian brand reflects the growing number of Dutch consumers who are increasingly keen to sample new beer brands and experiences - this launch will give drinkers a distinctive and stylish alternative within the range of beers currently available in the Netherlands, the brewing giant said.

Peroni Nastro Azzurro will be imported from Italy and will be distributed selectively in the Netherlands. The beer will be exclusively available in 330ml bottles from stylish Italian restaurants, upmarket bars and clubs, and leading domestic caterers and delicatessens. The marketing, sales and distribution of the brand will be managed by SABMiller's Dutch operation, Royal Grolsch NV.

The Netherlands joins a growing list of countries in which Peroni Nastro Azzurro is available, including Australia, India, Russia, South Africa, the UK, the US, Colombia, Canary Islands, Canada, France, Hungary, Peru, Poland, Romania, Puerto Rico, Japan and of course its birthplace in Italy.

SABMiller plc’s wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie.

In the year ended 31 March 2009, the group reported US$3,405 million adjusted pre-tax profit and group revenue of US$25,302 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

21 April, 2010