Fast-growing Peroni outpacing European imports
Fast-growing Peroni outpacing European imports
In 2005, Miller Brewing Co. planted a small seed: an above-premium Italian import brand positioned as a luxury beer and available only in certain major U.S. markets. Miller (and then MillerCoors) took a measured, deliberate approach with Peroni Nastro Azzurro, an easy-drinking Euro pale lager, allowing it to spread organically throughout the country.
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