SAB Miller channels £28m into Peroni

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Related tags: Peroni nastro azzurro

SAB Miller channels £28m into Peroni
SAB Miller is investing $50m (£28m) over the next 18 months in a global brand campaign for Peroni Nastro Azzurro.

SAB Miller is investing $50m (£28m) over the next 18 months in a global brand campaign for Peroni Nastro Azzurro.

The drive will include a range of advertising and marketing initiatives based on an adaptation of Fellini's 1960 masterpiece La Dolce Vita, a film that spurred a global affection for all things Italian.

After the UK roll-out in April, the programme will be followed by activity across the globe.

SAB Miller international brand director for Peroni Chris Taylor said: "The association of Peroni Nastro Azzurro with this iconic film that represents Italian style and sophistication perfectly reflects the spirit and intrinsic qualities of the brand.

"The campaign continues our effort to push the boundaries of traditional beer marketing and position Peroni as a truly unisex lager competing in the long drink, wine and Champagne markets."

The investment follows a year of rebranding of the beer in the UK, and the introduction of the brand into the US, Romania and South Africa.

Related topics: Beer

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