South African Breweries (SAB) confirmed on Monday that it would be capitalising on the success of its premium brand, Peroni Nastro Azzurro, by introducing the brand into on-tap draught. Initial availability would be at selected outlets from the end of March, with a planned roll-out nationwide in the next few months.
Communications manager Michael Farr said Peroni, along with Castle Lite and Miller Genuine Draft, had been significant contributors to growth in the premium category during the last financial year, with all these brands reflecting double digit growth.
“The South African roll out of Peroni-On-Tap follows successful introductions of the draught into both Italy and United Kingdom late last year.
Premium imported draughts are growing at 36% per year in the United Kingdom, and post the launch of Peroni draught, the UK has seen growth in both the volume sales of the Peroni image pack and the premium imported draught category, he said.
Since Peroni’s launch in South Africa 18 months ago, the brand has attracted wide appeal and has exceeded initial projected growth, Farr said.
“Sustained economic growth in South Africa has seen the premium sector performing particularly well, with growth in excess of 20%. We foresee the premium sector accounting for up to 25% of the total beer market in the next three to five years,” he said. – I-Net Bridge