Peroni enters £1m yachting partnership with Nautor
LONDON - Italian beer brand Peroni Nastro Azzurro has unveiled a £1m global partnership with yacht maker Nautor to promote the launch of its Swan 45 Class fleet.
The promotional activity ties in with this week's Skandia Cowes regatta, and follows Peroni's launch in New York, South Africa and the UK, where the brand said sales had grown 30% between April and June this year.
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The Peroni, which is owned by SABMiller, said it had planned a series of offshore events to tie in with the Nautor sponsorship, including Peroni pier parties and VIP sailing expeditions.
Chris Taylor, SABMiller's international brand director for Peroni, said: "We wanted to develop a stylish, long-term global sponsorship property with a like-minded brand that really leveraged Peroni Nastro Azzurro's sailing heritage.
"Nautor's Swan is recognised for its sophisticated design, style, authenticity and passion to produce an exceptional product -- attributes that we too hold close to the Peroni Nastro Azzurro brand."
It is not the first time Peroni has been associated with sailing; the brand sponsored the Azzurra, which raced in the America's Cup in 1987, and also backed the Wiva Nastro Azzurro, which won the Roma Per 2 competition in 2000.
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Peroni: link-up with Nautor
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