Peroni Nastro Azzurro Hits the High Seas with Nautor’s Swan 45 Class
Newport, R.I., USA (14 June 2006) -- Today, Peroni Nastro Azzurro, the jewel in SABMiller’s international premium brand portfolio, announces that it is partnering with Nautor’s Swan 45 Class in a bid to pay tribute to its sailing heritage and together create a new and compelling Italian legacy for yacht racing. The stylish Italian beer brand will act as the exclusive sponsor of the international Swan 45 Class fleet. The relationship marks a new chapter in Peroni’s long-term support of sailing, with the Peroni Nastro Azzurro Swan 45 Class setting sail in the Swan East American Circuit during the Centennial Newport to Bermuda on 16th June 2006.
“As we continue to introduce Peroni Nastro Azzurro into new and exciting markets around the world, we wanted to develop a stylish, long-term global sponsorship property with a like-minded brand that really leveraged Peroni’s sailing heritage,” says Chris Taylor, SABMiller’s International Brand Director for Peroni Nastro Azzurro. “Italy’s own Nautor’s Swan is recognized for its detailed craftsmanship, style, authenticity and passion to produce an exceptional product – attributes that we too hold close to the Peroni Nastro Azzurro brand. It was a natural fit.”
“Nautor’s Swan’s understanding of the stylish, aspirational sport of yacht-racing was also really important to us, as we recognize this is a much bigger plunge into the world of sailing than we’ve ever taken before,” Taylor continues. “Launching this partnership to the sailing community in Newport provides us with a terrific opportunity to listen and learn from the foremost experts in the sport, and how we can work together to grow this new venture and support this fantastic sport.”
After the Newport Bermuda Race, the Peroni Nastro Azzurro Swan 45 Class fleet will participate in the Swan Northern European Challenge at Cowes Week, Isle of Wight, and then set sail for the highly-anticipated Rolex Swan Cup in Porto Cervo. Peroni Nastro Azzurro plans to host a series of high profile aperitivo activities, including design talks, trunk shows and exclusive sailing experiences on- and off-shore. These socials are geared to inspire newcomers to the sailing set as well as introduce Peroni Nastro Azzurro and its new partnership with Nautor’s Swan to the sailing cognoscenti.
Enrico Chieffi, Nautor's Swan's Vice President of Marketing and Sales and two time America's Cup tactician adds, "Nautor's Swan are delighted to be linking their Swan 45 Class to such a prestigious Italian brand. Our complementary values and shared sense of Italian style, means this is a natural partnership and one we look forward to growing over the coming years."
Peroni Nastro Azzurr A Blue Ribbon Brand
When Birra Peroni decided to introduce a new premium beer for a more discerning customer during the beer consumption boom of the 1960s, it looked to the sea in developing the branding for the new product. Introduced in 1963, its new flagship product was named Nastro Azzurro (translated as Blue Ribbon in English), in tribute to the famed Blue Riband Award – a famous competition that awarded a blue pennant to be flown on the topmast of the fastest ship to cross the Atlantic. Peroni Nastro Azzurro’s clean, white bottle label contains the signature blue ribbon that encircles the Birra Peroni crest, reinforcing its provenance as one of the world’s best, award-winning premium beers, made with top quality ingredients and unparalleled Italian craftsmanship.
Today, the Blue Riband – or Blue Ribbon, as it is more commonly referred – has gone on to become a universal term to describe the most prestigious race in sport, including the Tour de France and the Monaco Grand Prix. Peroni Nastro Azzurro’s signature blue ribbon branding continues to reinforce its status as one of the best premium beers in the world.
Peroni Nastro Azzurro’s History on the High Seas
Peroni Nastro Azzurro’s link to sailing was heightened during the 1980’s with packaging that included iconic images referring to the world of sailing and the high seas. In 1984, Peroni Nastro Azzurro sponsored the Azzurra which would race in the America’s Cup in 1987. This was supported by a billposting campaign that featured a stunning yacht sailing in the sea.
In the 1990’s, Peroni Nastro Azzurro was part of the most important international sailing competitions. The brand continued to sponsor the Azzurra in the America’s Cup, and sponsored the boat Nastro Azzurro which went on to win the ‘Gran Regata di Colombo’ (Discovery Race) from Cadice, Spain to San Juan, Puerto Rico. The premium beer brand was also the official sponsor of the ship Wiva Nastro Azzurro, which won the ‘Roma per 2’ competition in the year 2000, and garnered second place in two trans-Atlantic sailing competitions: ‘Europe 1 New Man Star’ and the ‘Transat Quebec-St. Malo’.
In Italy, Peroni Nastro Azzurro was Official Sponsor of the ‘Nastro Azzurro Sailing Week’ in Capri for many years, as well as sponsoring many other competitions around the country, including the ‘Roma per 2’ and ‘Roma per tutti’.
For further information:
Peroni Nastro Azzurro International Press Office
Gabrielle Shaw Communications
Sarah Waldock or Paul Kelly
Tel: +44 (0) 20 7731 8811
In the US:
Gabrielle Shaw Communications
Tel. +917 806 8736