SABMiller India

SAB Miller keen on premium beer market

Times of India, 4-Jun-2008

Spurred by the early success of its premium offering Peroni Nastro Azzuro (Peroni), beers major SAB Miller India has plans to get aggressive to dominate the high end of the country’s beer market.

The company will however not insist on selling great numbers of the Italian beer as it will want Peroni to be consumed by the ‘right people in right places on right occasions,’ Apurva Nagapl, marketing director at SAB Miller said during the launching of the brand.

As the product is from Italy, the promotion strategy will have Italian dining places at its core and the company has in fact reached long term tie-ups with Italian restaurants chain Olive, Nagpal said.

Without disclosing the numbers, Nagpal said the market has accepted Peroni well and it has occupied the top spot in Mumbai’s premium restaurants. “We will make Peroni available in very few select locations and fewer liquor shops, he added. Made in Rome Peroni is totally imported. It is priced at Rs. 130 in vendor outlets and could cost up to Rs. 400 per 330 ml bottle in high profile eateries.

Nagpal also said the company is in talks with the country’s retail majors for setting up counters within the liquor sections of their stores.