Asahi UK has unveiled an extensive festive support package across the on- and off-trade to drive seasonal volume for Peroni Nastro Azzurro, the UK’s most-loved premium lager brand.
The nationwide push brings the brand’s ‘Only Peroni’ creative platform to life through tailored activations across more than 3,000 hospitality venues and major retailers throughout the Christmas period.
Off-trade: High-impact Only Peroni Christmas visibility
In grocery, Peroni Nastro Azzurro will execute a cross-channel brand takeover at Tesco during peak trading (1–8 December). Rolling out across in-store displays, web banners, Scan As You Shop screens, and basket prompts, the campaign is projected to generate 2.85 million impressions.
More than 300 Sainsbury’s and 170 Waitrose stores, meanwhile, will benefit from dedicated Only Peroni FSDUs and front-of-store placements. Activation on Asda’s website is expected to deliver 1 million impressions across Christmas and New Year.
In wholesale and convenience, Bestway depots will feature digital and front-of-depot displays, while Co-op stores will roll out dedicated seasonal activations.
Commenting on the trade support plans, Rob Hobart, Asahi UK marketing director, said: “Only Peroni represents our largest creative investment in years, and its success relies entirely on how effectively we show up alongside our retail and hospitality partners. We know consumers are looking to make festive occasions feel more special.
"Our research shows that 55% of Peroni drinkers expect to trade up to more premium beer and lager choices at Christmas, while almost half plan to visit pubs and restaurants more often during the festive season.
“By offering tailored commercial toolkits – from high-impact digital retail takeovers to experiential pub footfall drivers – we are ensuring our partners maximise premium trade-up during the trade’s most crucial trading window.”