SABMiller to treat Indians with Peroni

SABMiller, the global beer major , is planning to roll out one of its premium global brand ""Peroni Nastro Azzuro in India. Sources said the company is likely to introduce this Italian beer in Mumbai this month.

Peroni will be priced at around double the price of mainstream beers in India, it is learnt.

However, SABMiller India sources said; "We are planning to bring a few global brands to India and Peroni may be the first among them to be rolled out here.

The Indian prices of the global brands are yet be worked," the company sources said.

According to industry sources, the company will be initially importing Peroni as finished product to India and it may later consider manufacturing it locally if the brand proved successful.

Since the company is launching the brand as part of a test marketing, it will see how the brand performs in the Mumbai market before taking it to other parts of the country, the sources said.

SABMiller India is currently the subcontinent's second largest brewer.

Its brand portfolio includes Royal Challenge, Haywards 5000, Castle and the recently launched Haywards Black, India's first stout beer. Its parent company, had recently acquired 100 per cent interest in Foster's India for a consideration of $120 million.

At present, SABMiller India enjoys about 37 per cent share in the country's beer market. It is now planning to bring some of its international beer brands into the country's premium segment.

Currently, the company is manufacturing and selling five of its 120 brands in India. The key brands in its Indian portfolio include Royal Challenge, Haywards 5000, Knock Out, Castle lager and Haywards Black.

After the acquisition of Foster's India operation, it has added the later's lager and Amberro - mild and strong beers also to its portfolio.