Asahi UK expanded its Peroni Nastro Azzurro lineup this week with a new variant called ‘Stile Capri’. Targeted at younger consumers, the offering has a lower alcohol content (4.2%) than the company’s core lager brand, Peroni Nastro Azzurro (5.1%). The new beverage will be available across the UK and Ireland later this month in Sainsbury’s, Asda, Tesco, M&S and Waitrose outlets.
However, according to YouGov Profiles – which covers demographic, psychographic, attitudinal and behavioural consumer metrics – lager is a favourite amongst Gen X (20%), not Gen Z (9%). In fact, Gen-Z consumers in Britain are much more likely to say that cider or perry (pear cider) are their favourite alcoholic beverage (15%).
Prepared/ready-to-serve cocktails (10%) and red wine (6%) are the other preferred alcoholic beverages for Gen Z.
At 18%, Millennials favour lager, followed by cider or perry (13%). While 14% of Baby Boomers prefer red wine, 13% of them prefer lager and ale or stout (13%).
YouGov noted that will be interesting to see if Asahi’s new ‘Stile Capri’ can win over the younger Britons towards whom the product is aimed, despite their preference for cider.
NAM Implications:
- Patently some work has gone into specific targeting.
- Watch for skilled use of Retail Media to access targets with individual messages…
- Meanwhile, see below Gen definitions reminder for context.
