Arrivederci Roma
In the grand scheme of things, even little things matter. For example, who beds whom. With Birra Peroni (Peroni) having become the Italian subsidiary of SABMiller plc, the co-operation between Peroni and Anheuser-Busch was no longer considered politically correct. After all, Anheuser-Busch and Miller are fierce competitors in the US beer market. That is why Peroni will launch Miller Genuine Draft in the Italian market towards the end of 2003 and give up brewing Budweiser and Bud under licence with effect from November 2003.
Peroni’s agreement with Anheuser-Busch, which has been in place since 1995, has not been renegotiated following SABMiller’s acquisition of a 60% stake in Peroni in May 2003. 4% of total Peroni volumes. Heineken Italia is the market leader ...p.A.p.A.p.A.p.A..
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