On 4th September, 2007 SABMiller plc announced the launch of its premium Italian beer, Peroni Nastro Azzurro, in Japan. This was the brand’s first entry into the East Asian market.
To mark the occasion they organized a launch party on September 4 in Tokyo’s Instituto Italiano di Cultura. To establish the brand’s credibility and to reinforce its Italian style positioning, PNA hosted a catwalk featuring Francesca Versace’s Central St Martin’s graduate collection – showing for the first time to an audience of Japan’s leading fashion commentators and opinion formers.
The company has invested in promoting the brand in Japan to greatly increase its presence and consumer awareness. This will be supported by a strong marketing campaign that will communicate the effortless Italian style proposition.
Japan is the world’s third largest economy with a population of 127 million. It acts as a beacon for Asia in terms of consumer sophistication and setting new trends. Japanese consumers love all things Italian associating their goods with glossy, high-end quality and luxury.
Japan ranks number five globally for beer consumption – consuming 63.6 million hectolitres per year. Imported international brands are growing strongly from a low base, offering Peroni Nastro Azzurro tremendous potential to increase market share. SABMiller hopes Peroni will become a top tier brand in the country over the next five years.
Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro, commented…..
“Japanese urban consumers are very stylish and extremely interested in high quality and design. They also show a real appetite for Italian brands. Peroni Nastro Azzurro represents the finest Italian quality, craftsmanship and design. As such we believe there will be an appreciative audience in Japan for Peroni Nastro Azzurro’s superior taste and Italian style credentials”
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