Peroni gains market share despite falling sales

Peroni, the beer brand from Ursus Breweries portfolio, registered a several percentage point increase during the April-June period, currently holding 8% of the super-premium segment, a 900,000-hectolitre annual market. However, Peroni sales fell against the April-June 2008 interval. “A brand can register smaller sales and gain market share, as the competing brands log steeper declines during the same period,” stated Grant McKenzie, marketing vice-president of Ursus Breweries, a company that last year posted turnover worth more than 300m euro. Ursus Breweries, a subsidiary of giant SABMiller, in Q1 of the current fiscal year (April-June) saw its market share rise by 1.6% and currently owns 30.6% of the volume of the domestic beer market, according to the officials of Ursus Breweries, who quoted retail audit company MEMRB.