SABMiller on a high, rolls out Italian beer Peroni

After mild, brown and diet beers, it's now the turn of designer beer. Spirits major SABMiller has launched the Italian beer brand Peroni Nastro Azzurro in India. To build upon the Italian connection, a high profile ad campaign that looks more like an Italian fashion label promotion is set to be unveiled in India soon.

Pierpaolo Indelicato, international marketing manager, Peroni Nastro Azzurro, SAB Miller, points out that it was a deliberate strategy for the beer brand. "Building upon the Italian connection is part of the company's international marketing strategy. We are a designer beer brand," he said.

For the first spirits brand to enter India through the direct import route (company imports the brand) as opposed to the normal route where distributors directly import foreign brands, the stakes are high for the company. Vinod Giri, director - marketing, SABMiller India, said the direct import would give the brand an edge over other brands in terms of the sales and distribution support that the company wold provide. However, he declined to comment on how much the company would invest in India.

Initially, the company will launch the premium lager brand only in select outlets in Mumbai. It would move onto other cities at a later date. In terms of brand promotions, Giri said the activation would be done predominantly at the restaurants and nightclubs where Peroni would be available. In keeping with its international association with fashion (it is associated with the New York and Cape Town fashion weeks among other events) Peroni would look at similar associations with high fashion in India as well.

"Since we are addressing the top end of the market we would follow the same strategy as we do internationally," said Indelicato, adding that the company would want to focus on Peroni first before bringing in other brands. Priced at a 200-250 per cent premium over mainstream brands, Peroni would be competing with international brands like Heineken which are already available in India.