Asahi expands Peroni portfolio with new beer

By Rebecca Weller

- Last updated on GMT

Refreshingly light: Asahi announces launch of Peroni Stile Capri
Refreshingly light: Asahi announces launch of Peroni Stile Capri

Related tags Beer Asahi Peroni nastro azzurro New Products

Asahi has announced the launch of a new Peroni Nastro Azzurro variant, Stile Capri.

Featuring a subtle spritz of Italian lemon with a lightly aromatic flavour, the new lighter serve offers a lower bitterness and a lower ABV at 4,2% than the original Peroni ​Nastro Azzurro.

The new variant joins the core Peroni portfolio, which delivers the highest annual value rate of sale of any packaged lager in on-trade, with Premium+ the fastest-growing area within lager, growing at 30.2% vs total lager at 9.4%, according to data from CGA ​in December 2022.

Refreshingly light 

Asahi ​UK sales director Steve Young said: “Peroni Nastro Azzurro Stile Capri represents a significant milestone for us and the sector - bringing an exciting and innovative new beer to the market, which is refreshingly light, matching perfectly to multiple occasions.

“Launching under the instantly recognisable and much-loved Peroni Nastro Azzurro brand portfolio, Peroni Nastro Azzurro Stile Capri is a strong proposition for all operators and retailers to gain value from the high-potential and lucrative sunshine beer category.”

This latest innovation comes just in time for Spring and Summer and will be available in 24x330ml bottle packs from wholesalers including C&C Group, Drinks Warehouse, HB Clark, LWC, and Matthew Clark amongst others.

Stile Capri will also be available in on-premise outlets such as Drake & Morgan, Greene King​, Oakman Inns​, and Young’s from end of March onwards with the new brand expected to be nationwide by the summer.

Peak period 

Additionally, the launch will be supported by on-trade POS products such as ice buckets, bar runners and chalkboards alongside terrazzo-style activations across the summer and backed by a £3m integrated marketing campaign.

Young added: “We believe by launching an exceptional new option in this space, under a premium brand, we can help drive improved value sales by attracting a younger consumer and broadening the appeal of the category during a peak period for beer ​sales over the warmer months.

“The arrival of Peroni Nastro Azzurro Stile Capri carries a large opportunity to over-deliver in the on-trade. This is where brands are built, as the nature of on-trade occasions promotes exploration and discovery from a consumer behaviour perspective.

“Therefore, if well executed in venues over the spring and summer, it will be a brilliant environment for engaging and exciting consumers in this new brand.”

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