SABMiller has lined up one of its international premium beer brands for release in the French market.

The brewer announced yesterday (4 July) that Peroni Nastro Azzuro will be available with immediate effect across the country. The release has coincided with news from ACNielsen, that the beer brand has entered the top ten premium lager brands by volume in the UK, SABMiller boasted.

"We are very excited about the launch of the brand in France and the opportunities it presents," said Chris Taylor, SABMiller International brand director for Peroni. "Whilst traditionally the country is better known for its love of wine, Peroni Nastro Azzurro has changed people's perceptions of traditional beer drinking.

"Through innovative marketing campaigns which reflect our unique Italian style positioning, such as Emporio Peroni and being the first official beer sponsor of Fashion Week, it is now situated firmly alongside the champagne and long drinks categories."

The launch was kick-started with a party at a style bar in Monte Carlo.