Peroni Nastro Azzurro, the UK’s Number 1 Super Premium beer brand in the off-trade[1], is rolling out an on-pack promotion across key multipack formats. Offering three UK winners a luxury five-star two-night trip to the Amalfi Coast for two adults, prizes also include 2,000 branded designer bottle openers. Available for both major and independent retailers, the prize taps into consumers keen for travel post-covid whilst resonating with the Peroni brand and true Italian style.
Brewed with Italian flair and creativity, Peroni Nastro Azzurro has been ranked as the most loved lager brand by UK consumers[2] and is widely seen as synonymous with great taste, quality and Italian style.
Following the success of the 2020 ‘Win the Ultimate Passeggiata – an Italian Journey’ on-pack promotion, that received over 300k entries, the new on-pack promotion launches as increasing numbers of consumers look to create memorable travel experiences once more. The new prize will offer winners an authentic Amalfi Coast stay with the package including a pizza cookery course and visits to cliffside village Positano and the Emerald Grotto in Conca dei Marini.
Tim Clay, Managing Director, Asahi UK reflects on the campaign, “Peroni Nastro Azzuro is synonymous with great taste, quality and style, and continues to go from strength-to-strength. The success of the 2020 on-pack activity is testament to the strength of consumer engagement with the Peroni Nastro Azzuro brand, and the continued interest in travel and cultural experiences, so we’re thrilled to be able to offer something new for 2021.
“The experiences we have all shared in recent times have taught us that it has become far too easy to take the little things in life for granted. As we look to the future, we will continue to work closely with our customers so that we extend our support in the best way possible and identify new ways to bring value both instore and online.”
Peroni Nastro Azzurro has become a well-established and trusted consumer brand, launching a series of new variants in recent years to widen its appeal and provide consumers with new ways to enjoy its classic taste. Variants include Peroni Libera 0.0%, which is the third most sold no and low beer in the Impulse channel[3] and Peroni Nastro Azzurro Gluten Free.
The ‘Win the Ultimate Amalfi Experience’ on-pack promotion will run from August – 31 December 2021.
1 Nielsen MAT value w.e. 17.07.2021
[2] Survey of 48k consumers- No.1 in the Lager category for most loved brands 2021 – Savanta research
[3] Nielsen Scantrack MAT w.e. 06.02.2021
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