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Anheuser-Busch, Birra Peroni join for Italian Bud distribution.

Anheuser-Busch said it has reached an agreement with Italy's number one brewer SpA Birra Peroni Industriale, to market A-B's Bud lager throughout Italy.

In a statement, an A-B spokesman said that official sale of Bud will begin immediately through Peroni's national distribution system.

Under the terms of the agreement, Anheuser-Busch said it will be primarily responsible for marketing, while Peroni will be primarily responsible for distribution of Bud. The increased distribution will be supported for the first time with a national advertising and promotional campaign, the spokesman said.

Anheuser-Busch said the agreement with Peroni will allow the company to expand the distribution of Bud in the Mediterranean region. Bud was first distributed in Italy in 1988 through S.P.I.R.I.T. SpA.

The company said it will continue to sell Bud in the 33-centiliter long-neck bottle and 33-centiliter can, and will also be available on draught.

Because of a long-standing trademark dispute with the Czech Republic's Budvar brewery, which makes Budweiser Budvar, Anheuser-Busch markets its own beer under the Bud name in parts of Europe.

In recent weeks, Anheuser-Busch has announced similar ventures with brewing companies and distributors in both Mexico and Japan.

The company also announced plans to distribute Budweiser into Moscow.
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Title Annotation:Birra Peroni Industriale S.p.A.
Publication:Modern Brewery Age
Date:Apr 12, 1993
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