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SABMiller PLC - Global Peroni Campaign

RNS Number:1743Z
SABMiller PLC
02 March 2006

Ref 8/2006

                 SABMILLER LAUNCHES $50 MILLION PERONI CAMPAIGN


London and Johannesburg, 2 March 2006.  SABMiller plc, one of the world's
leading brewers, today announces that it will invest US$50 million over the next
18 months in a new global brand campaign for its international premium beer
Peroni Nastro Azzurro. The campaign will incorporate a range of advertising and
marketing initiatives based around an adaptation of Fellini's 1960 masterpiece '
La Dolce Vita' - a film that encapsulated the essence of Italian style and
spurred a global affection for all things Italian. The programme, which will
roll out in the UK in April, will be followed by launches in the US, South
Africa and Romania. The campaign will include cinema advertising, print and
outdoor billboards set in the home of La Dolce Vita and Birra Peroni - Rome.


The new investment follows a year of successful rebranding of Peroni Nastro
Azzurro in the UK and the introduction of the brand into the US, Romania and
South Africa. Positioned as an icon of Italian style, Peroni has enjoyed
positive growth in its international markets supported by creative marketing
initiatives including Emporio Peroni - the exclusive non-shop shop on Sloane
Street, London, high class brand association with other trendsetting categories,
and innovative point of sale collaterals such as new packaging and glassware
ranges.


Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro,
commented:


'The association of Peroni Nastro Azzurro with this iconic film, that represents
Italian style and sophistication, perfectly reflects the spirit and intrinsic
qualities of the brand. The new campaign continues our effort to push the
boundaries of traditional beer marketing and position Peroni Nastro Azzurro as a
truly unisex lager competing in the long drink, wine and champagne markets.'


Peroni Nastro Azzurro is part of SABMiller's global premium brand portfolio
which also includes Pilsner Urquell and Miller Genuine Draft.


Mark Sherrington, Group Marketing Director for SABMiller, said:


'Peroni has become a unique proposition in the growing global premium brand
market. This investment is part of our commitment to drive value growth through
out international portfolio and provide a complete brand experience for our
consumers.'

Ends

Notes to editors


SABMiller

SABMiller plc is one of the world's largest brewers with brewing interests or
distribution agreements in over 60 countries across five continents. The group's
brands include premium international beers such as Miller Genuine Draft, Peroni
Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market
leading local brands.  Outside the USA, SABMiller plc is also one of the largest
bottlers of Coca-Cola products in the world.


In the year ended 31 March 2005, the group reported US$2,194 million pre-tax
profit and a turnover of US$14,543 million on a UK GAAP basis.  SABMiller plc is
listed on the London and Johannesburg stock exchanges.


Peroni Nastro Azzurro

www.peroniitaly.com


*    Peroni Nastro Azzurro is a leading premium Italian beer worldwide.

*    Birra Peroni first started brewing in 1846, and Nastro Azzurro was
     first created in the early 60's in Italy.

*    Peroni Nastro Azzurro with sleek new retro design was launched around
     the world in early 2005.

*    Peroni Nastro Azzurro is available as a bottled beer (33cl & 66cl) and
     draught in certain markets.

*    Peroni Nastro Azzurro is a well-balanced (low residual sugar content),
     clear pale lager made by brewing the finest spring-planted barley combined
     with malts and hops to create the highest standard of premium beer.


This announcement is available on the company website: www.sabmiller.com


High resolution images are available for the media to view and download free of
charge from: www.vismedia.co.uk


B-roll footage is available to broadcasters from Sarah Waldock at Gabrielle Shaw
Communications:

Tel +44 20 7731 8811


Enquiries:

                          SABMiller plc                        Tel: +44 20 7659 0100

Sue Clark                 Director of Corporate Affairs        Tel: +44 20 7659 0184

Gary Leibowitz            Vice President, Investor Relations   Tel: +44 20 7659 0174

James Crampton            Media Relations Manager              Tel: +44 20 7659 0172

Sarah Waldock             Peroni Nastro Azzurro International  Tel: +44 20 7731 8811
                          Press Office


This announcement does not constitute an offer to sell or issue or the
solicitation of an offer to buy or acquire securities of SABMiller plc (the
'Company') or any of its affiliates in any jurisdiction or an inducement to
enter into investment activity.

This document includes 'forward-looking statements'.  These statements may
contain the words 'anticipate', 'believe', 'intend', 'estimate', 'expect' and
words of similar meaning.  All statements other than statements of historical
facts included in this announcement, including, without limitation, those
regarding the Company's financial position, business strategy, plans and
objectives of management for future operations (including development plans and
objectives relating to the Company's products and services) are forward-looking
statements.  These forward-looking statements involve known and unknown risks,
uncertainties and other important factors that could cause the actual results,
performance or achievements of the Company to be materially different from
future results, performance or achievements expressed or implied by such
forward-looking statements.  These forward-looking statements are based on
numerous assumptions regarding the Company's present and future business
strategies and the environment in which the Company will operate in the future.
These forward-looking statements speak only as at the date of this announcement.
  The Company expressly disclaims any obligation or undertaking to disseminate
any updates or revisions to any forward-looking statements contained in this
announcement to reflect any change in the Company's expectations with regard
thereto or any change in events, conditions or circumstances on which any such
statement is based.

Any information contained in this announcement on the price at which the
Company's securities have been bought or sold in the past, or on the yield on
such securities, should not be relied upon as a guide to future performance.


                      This information is provided by RNS
            The company news service from the London Stock Exchange
END

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