US: SABMiller's Pernoi Nastro Azzuro partners with America's Cup

By | 9 July 2013

Peroni Nastro Azzuro will be the official beer of this years Americas Cup

Peroni Nastro Azzuro will be the 'official beer' of this year's America's Cup

SABMiller has secured 'official beer' status for its Peroni Nastro Azzuro brand at this year's America's Cup sailing competition.

The company confirmed yesterday (8 July) that Peroni will be available at a variety of bars at the America's Cup Park and America's Cup Village in San Francisco throughout the event, which began last week. Financial details behind the tie-up were not disclosed.

The 34th America's Cup is set to run until 21 September.

Last month, SABMiller launched a global campaign for Peroni, in time for its 50th anniversary.

Expert analysis

Beer in the US

The biggest story in beer in the US in 2012 was the fact that the category achieved positive growth after three consecutive years of decline. Beer manufacturers and distributors are still very concerned that American consumers are moving away from beer towards wine and spirits, but the category’s positive growth shows potential through diversification. Over the review period total volume sales of beer declined by 3% while sales of wine and spirits increased by 12% and 13%, respectively.

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: SABMiller

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