Launch of the new peroniitaly.com April 2006

We would like to announce the launch of our new ground breaking 3 dimensional interactive website Peroniitaly.com as part of our new advertising campaign ‘La Dolce Vita’.

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Peroni Nastro Azzurro best-selling bottled beer in Britain’s restaurants

SABMiller, the world’s No3 brewer, says its Italian lager Peroni Nastro Azzurro is now the best-selling bottled beer served in Britain’s restaurants.

UK sales have risen by 32 per cent in the last year. The figures came as SABMiller launched a £4million ad campaign based on classic 1961 Italian film La Dolce Vita to promote the beer.

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Nancy’s a bit flash

La Dolce Vita is alive and well and living in London. And here is the lovely Nancy Dell’Olio – girlfriend of England coach Sven Goran Erikkson, 58 – to prove it.

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peroniitaly.com shuts down in celebration of Italy's "le vacanze di Agosto"

We would like to inform you that Peroni Nastro Azzurro, the UK's no. 1 authentic, premium Italian lager has taken inspiration from its mother country by shutting down Peroniitaly.com in celebration of Italy's "le vacanze di Agosto". From 15th - 29th August 05, Peroniitaly.com will be "chuiso". For a limited period in the weeks ensuing, it will also only be accessible from 10am - 12pm and 3pm until 7pm to coincide with Italy's "working" hours.

To keep with the Italian tradition, we will be heading to the beach -- we hope you will take inspiration from us - if you can't join us in our August operating hours, hopefully you'll be able to join us for a complimentary chilled Peroni. Please contact our Press Office (which has UK operating hours) on 020 7731 8811 to arrange a delivery*.

* Subject to availability

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Emporio Peroni set to tease Sloane Street

London's stylish Sloane Street has another Italian designer shop to match the likes of Giorgio Armani, Gucci and Versace - Peroni Nastro Azzurro beer.

To mark the relaunch of the Italian beer which sports a new label and a sleeker, longer necked bottle, brewer SABMiller has hired a shop to exclusively display

just one bottle of Peroni on a pedestal.

The shop, dubbed Emporio Peroni, is so exclusive that nobody will actually be allowed inside.

"Emporio Peroni will create intrigue and excitement amongst shoppers and beer drinkers alike", said export manager Dario Paesano.

"Peroni Nastro Azzurro's commitment to producing a genuine product which is of Italian essence and of the utmost quality will also be reflected by the shop's carefully chosen proximity to other stylish Italian brands."

International brand manager Chris Taylor added: "We think we can liven up rather a dull and flat beer market by introducing some of the Italian style around the world."

The shop stunt forms part of a 5m marketing campaign which includes cinema ads and Peroni- themed merchandise such as sunglasses and watches.

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The real-life art of advertising

Peroni's "live ad" in a Sloane Street shop window featuring a hunky young Italian model alongside a single bottle of beer (Fancy a beer?, 18th March), is a masterstroke, but why haven't more advertisers thought of it before?

I remember Tilda Swinton sleeping in a glass box in the Serpentine Gallery 10 years ago, all in the name of art. If some bright spark had jumped on the idea then, we could have enjoyed a Weight Watchers-sponsored David Blaine and Covent Garden "living statues" touting remedies for stiff joints.

Advertising director Will Harris's claim that "typical beer ads" are all "tits and bums" is surely a meaningless generalisation.

Although the fashion for originality seems to come and go, ad campaigns for most beer brands are still among the most inventive and witty around - think of Stella Artois, Heineken or Grolsch advertising - relying less on an appeal to base instincts than is used to sell most other products. It is only the beer drinkers who are revolting.

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It's Peronly me

It's the boutique with a minimalist window display - and nothing for sale.

The world's No.3 brewer SABMiller has lashed out on the store in London's swish Sloane Street to relaunch Italian lager Peroni Nastro Azzurro.

The shop contains a single bottle of beer on a pedestal guarded by male model Sal Fauzi. SAB said "We are livening up a dull beer market with Italian style."

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