Miller Brands Drives Growth From Authenticity

Summer 2015 saw the launch of Peroni Nastro Azzurro’s latest advertising campaign, Vita al Mare, across cinema, digital and outdoor media. Additionally, the brand’s innovative serves – Piccola, a 250ml bottle created to be enjoyed as a pre-dinner drink and Alta, a 750ml bottle designed to be shared amongst friends – have both performed ahead of expectations.

The Italian brand continues to engage year round with Peroni drinkers and attract new ones through activations such as The House of Peroni, which celebrates the very best of Italian culture.

Czech brand Pilsner Urquell, the original Pilsner, still brewed the original way, achieved double digit value growth in the six months to September 2015 and this is set to continue with several more tank beer outlets planned to open before the end of the financial year. These serve brewery-fresh unpasteurised Pilsner Urquell from striking, authentic Czech copper tanks. Since the inaugural tank beer bar was opened in London in summer 2013, more than half a million pints of Pilsner Urquell tank beer have been sold in the UK. In October 2015, tank beer arrived in two more cities, with the opening of Headrow House in Leeds and Albert’s Schloss in Manchester.

Miller Brands’ other Czech import, Kozel, saw a strong first half with double digit value growth and reaching new drinkers through events such as London’s Street Feast and National Burger Day in Dalston Yard. Kozel is exclusively available on draught in the UK and appeals to consumers looking for an authentic easy-drinking, flavoursome Czech lager.

Gary Haigh, Managing Director of Miller Brands UK comments: “Peroni, Pilsner Urquell and Kozel are certainly capturing the imagination of consumers and their thirst and enthusiasm for genuinely imported super-premium beers. We continue to seek ways to innovate and remain committed to exciting both our consumers and industry partners about these exceptional beers.”