Indiantelevision.com Team

(26 April 2008 5:30 pm)

BANGALORE: SABmiller (SAB) has positioned its premium Italian beer offering Peroni Nastro Azzurro (Peroni) as a brand synonymous with style and luxury, according to SAB director of operations Anand Shukla.

SAB will create awareness about the brand through events and tastings. Unlike other beer, spirits and beverages brands, Shukla informed that SAB would not promote its high-end offerings with sports, since Peroni was a premium brand which stood away from the clutter.

"We are not focusing on volumes in the case of Peroni, but on taking the customer to the next level. The brand will establish itself over the next five to seven years," revealed Shukla, while speaking with www.indiantelevision.com on the sidelines of a press conference.

Peroni will be imported until SAB achieves enough sales volumes to warrant brewing the beer in India. Peroni will be positioned on the upper-end of the premium beer segment and has been priced at the retail level at Rs 90 per 330 ml bottle as against the Rs 84 price tag of other premium brands such as Heineken, Budweiser and Corona.

SAB announced the launch of Peroni in Bangalore yesterday. The beer has already been launched in Mumbai and Delhi and has been well received there, said Shukla.