Peroni Nastro Azzurro has launched its new Stile Capri variant, described as a light lager with lower bitterness and a subtle spritz of Italian lemon.
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. The brand stated that the new addition to its range is inspired by Capri, the southernmost island in Italy’s Bay of Naples.
Peroni Nastro Azzurro Stile Capri will be available in 3x330ml and 10x330ml bottle packs, with the launch supported by a £3m integrated marketing campaign.
“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,” said Steve Young, Sales Director, Asahi UK.
“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.”
He added: “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.”
