Australia: SABMiller introduces new strategy aimed at reducing parallel imports of Peroni beer

Carlton & United Breweries (CUB) has confirmed it and parent company SABMiller have introduced a new global distribution strategy aimed at reducing parallel imports of the Peroni brand into Australia, The Shout reported on October, 29.

Peroni Nastro Azzurro, which is owned by SABMiller, is brewed locally by CUB in Australia.

But product branded as Nastro Azzurro – the label used by the brand domestically in Italy – has until now been widely available in Australia through parallel importers.

A CUB spokeswoman said the company is better able to manage the parallel imports issue now that it owns the brand globally, following the takeover of Foster's by SABMiller.

"We have been able to work with our partners in Italy to ensure that the prices being charged from Italy to local distributors are not much different from what we charge our customers here in Australia for the product," she said.

"We cannot control the freshness of parallel Peroni Nastro Azzurro into Australia, however working within the SABMiller network we are better placed to have influence on sources of parallel imports."

She said the liquid of Nastro Azzurro and Peroni Nastro Azzurro are the same.

"They are brewed to the same authentic recipe."

While the strategy will undoubtedly reduce the commercial appeal of Peroni to some parallel importers, it remains to be seen whether it will sway Italian importers who perceive the Italian-brewed Nastro Azzurro to be more authentic.

31 October, 2012