Peroni Expands Into France

SABMiller has launched its Peroni Nastro Azzurro Italian lager in the french market. The company said it felt there was potential in the French beer market, which is in growth, despite the country's associations with wine. Chris Taylor, SABMiller international brand director for Peroni said: "While traditionally, the country is better known for its love of wine, Peroni Nastro Azzurro has changed people's perceptions of traditional beer drinking. It is now situated firmly alongside the Champagne and long drinks categories." SABMiller earmarked US$50M for a global marketing campaign behind Peroni in 2006.