Peroni taps Sinclair to spearhead HK launch

Italian beer brand Peroni Nastro Azzurro has picked Sinclair Communications to help spearhead its push into Hong Kong's competitive premium beer market.Following its launch in Korea last month, Peroni Nastro Azzurro has now set its sights on Hong Kong, striking a number of distribution deals with outlets and pushing for big growth over the next 18 months.So far the beer brand has secured taps in high-end bars including Armani Pirve and is in talks with Italian fashion brands and the Italian Chamber of Commerce about an events-led marketing strategy.Globally, Peroni has found good growth in the premium beer market, upwards of 30% each year. This is in comparison to the regular beer market which is said to be in decline.Sinclair Communications won the PR business, believed to be worth around six figures, after a round of interviews with agencies including Ogilvy PR and Impact Asia.With the brand now operating in a number of key Asia markets including Singapore, India, Australia, New Zealand, Japan and Taiwan, Felipe Medina, global brand manager for Peroni Nastro Azzurro, said it was ready to tackle Hong Kong.Earlier this year, Peroni struck a deal with Metadesign Group to launch in Hong Kong and take on beer brands like Stella and Asahi."If you look at the beer market in Hong Kong over the last couple of years, the growth has been flat. But the super premium market it is growing," Medina told Marketing."The brand is doing amazing around the world, but Hong Kong is a must. We are growing around 30% a year. It's quite impressive how the brand is performing."Kiri Sinclair, founder and director of Sinclair Communications, said Peroni was one of Italy’s most premium brands.Launched in mid-2009 Sinclair Communications has grown to a team of nine, managing account for Gentlemen’s Tonic at Landmark Men, Miriam Salat and ITV Granada and restaurants 208 Duecento Otto and W52.