The brewer, which markets the Peroni Nastro Azzurro and Pilsner Urquell brands in the UK, has recently bolstered its category marketing team to find fresh ways to improve sales.
Miller Brands category controller Andy Wingate says it will offer advice to on and off-trade partners in an effort to “add value” for consumers and make beer mean more to them.
He adds: “Partners want something different. They want to do something differently and offer new things.”
According to Nielsen, world beer sales in the off-trade increased by 20% to £237m in the year to 10 July against flat sales for “everyday” lagers such as Foster’s and Carling. In the on-trade, sales increased 3% to £795m against a 4% decline for everyday lagers. Other beers in the sector include San Miguel and Corona Extra.
Wingate adds that promoting Peroni as an accompaniment to eating at home and in restaurants will also form part of the activity.
Miller Brands has been pushing its own world beers this year in order to build equity.
Peroni, the number one world beer brand in the on-trade and number two in the off-trade, recently partnered with Italian director Gabriele Muccino to create a short film to promote the brand.
Recent marketing activity for Peroni has sought to link the brand with Italian style and has included a partnership with fashion designer Antonio Berardi, who created a promotional accessories range.