Peroni Launches New Low-Carb Beer

By Rebecca Harris

In a sign of modern beer-drinking trends, iconic Italian beverage maker Peroni is set to launch a new low-carb beer, with Australia chosen to spearhead the global launch.

Known as Peroni Leggera, the new low-carb beer will be officially launched to the world next Wednesday (Feb 25) at Sydney’s exclusive ivy Pool Club.

Targeted toward 20-34 year-old premium beer drinkers, the beer is made using the same unique process and Italian ingredients as the original Peroni.

“Our commitment to the traditional brewing process and the most modern technologies ensures our consumers are delivered a first-class, premium beer,” said Birra Peroni chief brew master, Roberto Cavalli, who will be in Sydney to host the launch next week. “It is a lager that we at Peroni are immensely passionate about and proud of.”

Over the last few years, Australia has seen the introduction of a plethora of low-carb beers, with the sub-category representing 28 per cent of packaged beer growth, according to AC Nielsen 2007 data.

Peroni’s low-carb version will be available nationally from Mar 2.



 

[Mon 16/02/2009 03:43:26]