UK: SABMiller to launch Peroni in Poland
SABMiller has rolled out international premium brand Peroni Nastro Azzurro into Poland.
The London-listed brewing giant said on Friday (21 April) that the launch would "breathe new life" into Poland's premium beer category, worth some US$250m, according to SABMiller.
"We believe that Peroni Nastro Azzurro's unique, authentic offering - Italian style in a bottle - will bring back the true meaning of 'premium' to the category, making it the premier choice for consumers seeking quality, stylish products that look and taste great," said Chris Taylor, SABMiller's international brand director for Peroni Nastro Azzurro.
The launch coincides with the opening in Warsaw of the second 'Emporio Peroni' in Europe, a boutique designed to reinforce the brand's stylish credentials. The opening follows the launch of last year's first boutique in London.
Taylor added: "We plan to leverage Peroni Nastro Azzurro's global success in Poland, adopting the same, targeted sales and seeding strategy. Overall, our goal is to generate significant growth for SABMiller's premium brand portfolio in Poland, which includes Pilsner Urquell and Miller Genuine Draft."
Peroni Nastro Azzurro has been launched in the UK, the US, South Africa and Romania in the last 12 months with SABMiller also setting aside US$50m on a global marketing campaign for the brand.
SABMiller is the market leader in Poland with its Kompania Piwowarska subsidiary enjoying a 37% market share.
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