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drinks
Beverage
brands
From well known Italian lagers and luxurious
liqueurs to soft drinks and healthy waters,
the drinks market is awash with big name
brands for outlets seeking some strong
brand imagery with great appeal to image-
conscious consumers.
NO SM
ALL BEER
approach. Peroni Nastro Azzurro
Peroni Nastro Azzurro is brewed offers UK consumers a truly
by SABMiller's Italian subsidiary, aspirational, premium beer which
S.p.A. Birra Peroni. SABMiller is helping to restore value to the
acquired a majority interest in UK market."
brewer Birra Peroni in May 2003. The company say that they are
The company can now claim to be following a focused sales strategy
the second largest brewer in Italy for the brand in the UK, with
with a market share of around distributors Miller Brands UK
25%, and earlier this year following "a disciplined
SABMiller revealed that this distribution model to ensure that
premium imported Italian beer the brand is stocked and
had become the UK's fastest marketed in outlets that can
growing premium beer brand. It ensure throughput and quality.”
grew at a rate of over 39% last As a result, this year saw Miller
year, arguably making it a ‘must- Brands UK run a new cinema and
have’ beverage for any Italian outdoor advertising campaign so
pizzeria or restaurant. as to showcase this beer’s status of
"The premium lager market is “Italian icon”. Outdoor ad’s
currently polarised; a number of supported a range of beer-related
large, household names are products designed by the
suffering in terms of both volume upmarket Italian design house,
association with Italian style and points can then be redeemed
and value, whilst Peroni Nastro Alessi, including an ‘aperitivo love
are now actively contributing to it against a range of goods such as T-
Azzurro enjoys significant gains. bowl’, designed for serving smaller
through association with engaging shirt (16 points); six half-pint
We firmly believe that this is dishes eaten early the evening as
Italian icons,” says Tessa branded glasses (28 points); and
attributable to the robust a prelude to dinner (an idea which
Pintusewitz, marketing director for Sony digital camera (208 points).
distribution and pricing strategy Peroni has been making efforts to
Miller Brands UK. “We are always looking for ways
we have implemented and the promote). Other items included a
All free-trade outlets selling to bring value back to the beer
engaging marketing activities of bespoke bottle opener and a
Peroni have been able to join a category and to our customers.
our UK team,” says Alan Clark, bottle cooler. Such items were
loyalty scheme already enjoyed by Club Peroni is a way to say thank
managing director for SABMiller mainly available to the on-trade,
restaurants called Club Peroni. For you to loyal Peroni stockists for
Europe. but off-trade consumers also had
every case of 330ml bottles of their commitment to us in
"Whilst other brands are being a chance to win some of these
Peroni Nastro Azzurro purchased, building such a great brand,” says
heavily discounted, we are items via on-pack promotions.
licensees have been able to Natalie Bell, customer marketing
consciously taking a very different “We are going beyond the mere
receive a point. A collection of manager.
36
pizzapasta
December 2008
AND ITALIAN FOOD
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