Asahi UK has unveiled a summer of retailer and marketing activity for Peroni Nastro Azzurro amid record growth for its Stile Capri sub-brand.
Launched last year, Peroni Nastro Azzurro Stile Capri is seeing value growth of 38% vs its launch period, with the week ending 11 May marking the biggest week for the brand outside of Christmas since mid-July 2023.
The company will be giving away more than 150,000 samples of Stile Capri this year through retailers such as Waitrose and Tesco, as well as quick commerce provider Zapp.
Asahi noted that retailer partnerships have been critical to building growth of the wider Peroni Nastro Azzurro brand and will continue to be this summer. The brand launched its first off-pack promotion for its Ascot tie-up across 230 Waitrose stores. It is also supporting Sainsbury’s and Tesco with an off-pack promotion giving away tickets to the British Summer Time festival in London.
For convenience retailers, the brand is running sampling and engagement activity with Parfetts and Bestway.
Rob Hobart, Marketing Director at Asahi UK, said: “When we launch new products, it’s critical for us to support them long-term and ensure they are genuinely growing the category and offering something that the customer is looking for.
“We’re urging retailers to stock up on Peroni Nastro Azzurro Stile Capri to make the most of our investments. Our summer activity for the wider Peroni Nastro Azzurro brand will only build on this momentum.”
