- Asahi UK launches nationwide festive trade support, combining exclusive glassware and experiential takeovers in on-trade with grocery support.
- On-trade push features ‘Pull A Peroni’ mechanic across 3,000+ venues, alongside bespoke partnerships with Mitchells & Butlers, Greene King, Young’s Pubs, and Pizza Express and many more.
- Off-trade activation includes a peak-week Tesco digital and physical takeover delivering 2.85m impressions, backed by dedicated support for Sainsbury’s, Waitrose, Asda, Co-op and Bestway.
Asahi UK has unveiled an extensive festive support package across the on- and off-trade to drive seasonal volume for Peroni Nastro Azzurro, the UK’s most-loved premium lager brand.[1]
The nationwide push brings the brand’s ‘Only Peroni’ creative platform to life through tailored activations across more than 3,000 hospitality venues and major retailers throughout the Christmas period.
On-trade: Spotlight on iconic new glassware
The hospitality push centres on the rollout of over 5,000 cases of limited-edition festive glassware and visibility across 3,000+ outlets.
Through a nationwide ‘Pull A Peroni’ promotion in more than 15,000 venues, with every pint of Peroni Nastro Azzurro guests can scan their glass for the chance to win personalised, keepsake glassware. The mechanic taps into growing demand for personalised gifting, with 42% of shoppers and 45% of Peroni drinkers planning to buy personalised gifts this Christmas.
A further 250 free-trade venues will receive dedicated seasonal point-of-sale kits and branded decor.
The campaign will launch at iconic London Soho pub, The Crown & Two Chairmen, where Peroni Nastro Azzurro will host an Only Peroni Concierge service. Guests can create a Christmas cracker using Italian-inspired materials while enjoying a classic aperitivo, before the evening shifts into a surprise DJ set.
The service will then head to London’s the Oyster Shed on 25 November in partnership with Young’s Pubs, before popping up at The George on 27 November in partnership with Greene King, and Harry’s Bar in Newcastle on 3 December.
The launch kickstarts a season of support for Asahi UK partners. Peroni Nastro Azzurro will also team up with Pizza Express for its ‘Play Secret Scan-Ta’ promotion. Live across 370 sites, their Club app and aimed at the restaurant’s 3.6 million followers, Peroni will provide prizes like a trip to Rome, free beers and Peroni merchandise.
Peroni Nastro Azzurro will also offer complimentary festive merchandise and pints at Mitchells & Butlers venues in York, Manchester, London, and Birmingham during its ‘Meet me at the Pub Campaign’, as well as activity with Heartwood inns, Young’s Covent Garden pub – Marquess of Anglesey, and the York Christmas Markets.
The brand is also supporting Greene King pubs’s Big Christmas Shift campaign, aimed at those who work through Christmas to support their communities. The campaign will deliver 30,000 free meals and drinks, host Blue Light Card and charity partner events, drive national and local PR, and launch the Greene King Festive Truck activation across the UK. Peroni Nastro Azzurro 0.0% will be supporting Blue Light Card events and featured as an alcohol-free option across comms to its 150,000 members.
Off-trade: High-impact Only Peroni Christmas visibility
In grocery, Peroni Nastro Azzurro will execute a cross-channel brand takeover at Tesco during peak trading (1–8 December). Rolling out across in-store displays, web banners, Scan As You Shop screens, and basket prompts, the campaign is projected to generate 2.85 million impressions.
More than 300 Sainsbury’s and 170 Waitrose stores, meanwhile, will benefit from dedicated Only Peroni FSDUs and front-of-store placements. Activation on Asda’s website is expected to deliver 1 million impressions across Christmas and New Year. In wholesale and convenience, Bestway depots will feature digital and front-of-depot displays, while Co-op stores will roll out dedicated seasonal activations.
Commenting on the trade support plans, Rob Hobart, Asahi UK marketing director, said: “Only Peroni represents our largest creative investment in years, and its success relies entirely on how effectively we show up alongside our retail and hospitality partners. We know consumers are looking to make festive occasions feel more special. Our research shows that 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 high-impact digital retail takeovers to experiential pub footfall drivers – we are ensuring our partners maximise premium trade-up during the trade’s most crucial trading window.”
[1] Savanta Brandvue Most Loved Drinks Report 2025
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