Peroni is a marketing-driven success story, says SABMiller

SABMiller claims that £1 in every £4 spent on beer in London now goes on so-called ‘super-premium’ beer – that is beer that costs £4.15 a pint or higher. And that growth has been led by Peroni, which saw double-digit volume growth during the year ending 31 March.
SABMiller said Peroni helped it post an increase in net producer revenue (which excludes taxes such as excise duty) of 5% in the UK for the period.
In response to a question from Marketing Week, SABMi