The drive will allow consumers to scan their pint glass for the chance to win personalised glassware while 250 free-trade pubs will receive dedicated seasonal PoS support and branded décor.
There will be more than 5,000 cases of limited-edition festive glassware pushed into the on-trade with visibility expected in more than 3,000 hospitality venues nationwide.
Asahi, which owns the Peroni brand, said the activity forms part of a wider package for the Christmas period that is designed to help operators maximise sales during the festive season with investment in pub activations, branded PoS materials and experiential events.
The brewer is also partnering with a number of hospitality operators throughout the festive season. Mitchells & Butlers venues in York, Manchester, London and Birmingham will host Peroni-supported festive activity, including complimentary merchandise and beer sampling, while the brand is also working with Heartwood Inns and Young’s pub the Marquess of Anglesey in Covent Garden, London.
Hospitality staff recognised
Peroni will also support Greene King’s Big Christmas Shift campaign, which recognises hospitality workers and those serving their communities over the festive period. The initiative will provide 30,000 free meals and drinks while hosting events for Blue Light Card members and charity partners.
As part of that activity, Peroni Nastro Azzurro 0.0% will feature as an alcohol-free option across campaign communications and events aimed at Blue Light Card’s 150,000 members, highlighting the continued importance of the low & no alcohol category within the pub trade.
Meanwhile, it will work with PizzaExpress on its ‘Play Secret Scan-Ta’ promotion, which will run across 370 sites and the restaurant group’s loyalty app, offering prizes including trips to Rome, beer giveaways and branded merchandise.
The programme will be launched at the Crown & Two Chairmen, in Soho, London, where Peroni will host its ‘Only Peroni Concierge’ experience, which includes creating personalised Christmas crackers, an aperitivo experience and a surprise DJ set.
Pub footfall set to rise
The activation will then move to Young’s Oyster Shed (near London Bridge), Greene King’s the George (also London Bridge) and Harry’s Bar in Newcastle during the run-up to Christmas.
Asahi UK marketing director Rob Hobart said the supplier was focused on helping operators capitalise on premium trading opportunities during the festive season.
He said: “We know consumers are looking to make festive occasions feel more special. Our research shows 55% of Peroni drinkers expect to trade up to more premium beer and lager choices at Christmas, while almost half plan to visit pubs and restaurants more often during the festive season.
“By offering tailored commercial toolkits, from experiential pub footfall drivers to dedicated support in venue, we are ensuring our partners maximise premium trade-up during the trade’s most crucial trading window.”
