After mild, stout and diet beers, its now the turn of designer beer. SABMiller has launched its Italian beer brand Peroni Nastro Azzurro in India. It is one of 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. This would give the brand an edge over other brands in terms of the sales and distribution support that the company would provide.
Initially the premium lager brand would be launched only in select outlets in Mumbai. It would move on top other cities at a later date. In terms of brand promotions the activation would be done predominantly at restaurants and nightclubs where Peroni would be available. In keeping with its international association with fashion, Peroni would look at similar associations with high fashion in India as well.
Priced at a 200-250 percent premium over mainstream brands, Peroni would be competing with international brands like Heineken which are already available in India.