Peroni gives Miller Brands a boost

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Related tags: Peroni nastro azzurro, Beer, Miller brands

Miller Brands, the UK arm of global brewer SABMiller, said a good performance from its Peroni Nastro Azzurro brand helped push organic lager volumes...

Miller Brands, the UK arm of global brewer SABMiller, said a good performance from its Peroni Nastro Azzurro brand helped push organic lager volumes up by a quarter in the six months to the end of September 2010.

The group said the brand saw 22 per cent-worth of growth during the period.

Despite the UK beer market witnessing an overall decline in recent years Miller Brands said growth in the emerging world beer category reflected "increasing consumer interest in the provenance of brands, and is part of a global trend favouring craft and import products in the super-premium beer segment".

Nick Miller, managing director of Miller Brands, said its world beers, such as Peroni, Pilsner Urquell and Kozel - recently introduced into the UK - had proved popular with what he described as "discerning 25 to 34-year olds".

These products were "helping to challenge some of the negative stereotypes that have been associated with beer in recent years" he said.

"Many of the consumers who are new to this category are also experimenting with different flavours in products such as coffee and chocolate, demonstrating a curiosity born out of a broader range of international experiences," Miller added.

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