British Beer Takes Aim At Young Demographic With Opera

"SABMiller has launched an opera for its Peroni Nastro Azzurro brand in the UK to help take advantage of increasing demand for world beers. The company's Miller Brands unit in the country said Opera Di Peroni, which opened in London's Regent's Park on Thursday, aims to attract interest in the brand for the summer. The open-air opera will tour London, Glasgow, Liverpool and Manchester over the next two months. 'The performances will appeal to Peroni Nastro Azzurro’s key demographic and reach a new generation of opera fans,' said director of customer marketing at Miller Brands Lucy Jordan. 'The world beer category is growing three times faster than the total lager category, showing that beers like Peroni Nastro Azzurro provide the opportunity to maximise profits.' Peroni is the top-seller in the world beer market in the UK, Jordan said. The opera tour will be supported by a partnership with the Guardian newspaper, which will run advertising for the event."[Source]