Peroni sold to SABMiller
And another one’s gone. Talk about Italian brewers of some size and distinction and you’ll have to resort to the singular now that Peroni has been sold to SABMiller. The only remaining Italian brewer is the family-owned Forst brewery, located near Bolzano in the far north of Italy.
Why Peroni was put up for sale, your guess is as good as ours. Some might suggest changes in market structure. After all, Heineken managed to capture the market leadership from Peroni with the result that in 2002 Peroni had a beer output of 4.4 million hl and a market share of 25% while Heineken Italia controlled 35% of the market. Just think of it, all of this happened against a backdrop of rising beer consumption (17 m hl in 2002; 29 l per capita).6 times EBITDA in 2002.8 million..
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