Asahi expands Peroni portfolio with new beer
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.”
