SABMiller to treat Indians with Peroni

11 October 2006

Mumbai: Global beer maker, SABMiller, is planning to roll out Peroni Nastro Azzuro, one of its premium global beer brand, in India.

SABMiller, says it has a number of global brands in the pipeline for the Indian market and Peroni would be among he first ones to be introduced in the Mumbai market first.

The company''s strategy is to position the brand in the premium bracket and it has indicated that its price may be almost double the price of existing beer brands in the market. Peroni is positioned as a premium beer worldwide as well. However the actual pricing for the Indian market for the brands to be introduced are yet to be finalized say sources in the company.

Initially Peroni would be imported into the country and later it may manufactured locally if the brand proves successful.

According to company sources, the launch of Peroni in Mumbai would be a test launch and the company plans to see how the brand performs in the Mumbai market before taking it to other parts of the country.

SABMiller India, the subsidiary of London-based $15 billion SABMiller Plc manufactures and sells five of its 120 brands in India — Royal Challenge, Haywards 5000, Knock Out, Castle lager and Haywards Black — and after the recent $120-million acquisition of Australian brewer Foster''s Indian operation, it has added Foster''s lager and Amberro mild and strong to its brand portfolio.