Peroni tempts Dutch

High-end style: 'Upmarket bars' to stock Peroni

Grolsch to look after SABMiller's global flagship

SABMiller has unleashed its Italian designer beer Peroni on the Netherlands, prompted by a growing thirst for new beer amongst the Dutch.

Imported direct from Italy and available in selected outlets in 330ml bottles throughout the Netherlands, Peroni will be managed by SABMiller’s Dutch business Royal Grolsch.

The brand will be distributed to what the multinational describes as “stylish Italian restaurants, upmarket bars, clubs and leading domestic caterers and delicatessens” to maintain Peroni’s premium positioning.

“Peroni Nastro Azzurro’s unique Italian style positioning, as well as the Dutch consumer demand for new experiences, means the brand is well placed to be very successful in the Netherlands,” said Peroni global brand director Andrew Walker.

Peroni has been rolled out across the world in recent years and is available in countries including Columbia, the UK and Japan.