Peroni Nastro Azzurro, the number-two premium brand in impulse[1], today announce the must-stock of the summer for convenience retailers to drive beer sales and profits, as the brand new Peroni Nastro Azzurro Stile Capri arrives in-store. Offering a refreshingly light lager with lower bitterness, the latest innovation features a subtle spritz of Italian lemon to deliver exceptional quality and taste credentials for summer 2023.
Peroni Nastro Azzurro Stile Capri has a lower ABV (4.2%) than the brand’s core lager product and is aimed at younger consumers within the category searching for great refreshment. The new addition to the Peroni Nastro Azzurro family is inspired by the taste of Capri, an island in Italy’s Bay of Naples and is supported by a £3m integrated marketing campaign to drive awareness and trial.
Launching later this month new Peroni Nastro Azzurro Stile Capri will be available in 3x330ml and 10x330ml bottles packs.
The new addition to the Peroni Nastro Azzurro portfolio will be available across retailers such as, Nisa, Spar, Bestway, Parfetts and Co-op. Additionally -with plans for 300 store takeovers in Co-op and new product launch media in Nisa – the arrival is sure to deliver high impact for shoppers. Within Grocery, Tesco will see 700-stacks on the shop floor to drive awareness and purchase. Whether it be music festivals, watching live sport, picnics, or BBQs – new Peroni Nastro Azzurro Stile Capri will drive sales through striking point of sale (POS).
Steve Young, Sales Director, Asahi UK, 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 Masterbrand 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. Previous growth has been achieved in this segment through larger packs and offers in stores, which can drive down prices. We believe that 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.”
Peroni Nastro Azzurro is the second largest premium brand in impulse1. Peroni Nastro Azzurro 4x330ml is the number-one SKU in the segment by value rate of sale. The brand’s alcohol-free line, Peroni Nastro Azzurro 0.0% 4x330ml, is the number-one bestselling no-alcohol line in impulse by value rate of sale1. Beer sold in bottle formats encourage shoppers to trade up. In impulse, three- and four-pack bottle multipacks are worth £95m1.
[1] Nielsen Scantrack MAT 10.12.22
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