- On-pack promotion designed to drive rate of sale across all Peroni Nastro Azzurro lines, including the on-trade’s number one non-alcoholic packaged lager – Peroni Nastro Azzurro 0.0%
- Hundreds of prizes to be won including Secret Escapes luxury holidays and Antler travel merchandise
- Dedicated support available for retailers
Italian lager brand Peroni Nastro Azzurro has partnered with luxury travel provider Secret Escapes and premium luggage brand Antler for an on-pack giveaway worth £4m.
Hundreds of holiday-related prizes are up for grabs, including five luxury Secret Escapes holidays to Capri, Rome, Sardinia, Tuscany and Venice. In addition, more than 600 premium travel accessories including suitcases, luggage straps and tags from Antler are available to win.
Consumers will also receive £50 or €50 off hotel bookings through Secret Escapes with every purchase across the Peroni Nastro Azzurro range.
To enter the competition, shoppers are encouraged to scan QR codes on promotional packs and enter their details at Peroni Competitions: www.peronicompetitions.com/summer
The campaign will be promoted with social media, advertising media, PR and influencer activity and is live on all Peroni Nastro Azzurro packs and PoS. The competition will run until 30 September.
The brand will support off-trade stockists with a suite of new PoS, including free-standing display units and on-shelf PoS. Peroni Nastro Azzurro cases will be redesigned to resemble luggage crates.
“With 62 per cent of shoppers stating they would be encouraged to choose Peroni Nastro Azzurro if they were offered a gift with purchase or competition, this is a great opportunity for our partners to drive sales,” said Rob Hobart, Marketing Director at Asahi UK.
The campaign will roll out on all Peroni Nastro Azzurro SKUs, including Peroni Nastro Azzurro, Peroni Nastro Azzurro Stile Capri, Peroni Nastro Azzurro Gluten Free and Peroni Nastro Azzurro 0.0%, which recently became the number one packaged non-alcoholic lager in the on-trade by value and rate of sale.
In the off-trade, Peroni Nastro Azzurro 0.0% has added the most value of any other no-and-low lager brand to the convenience channel, generating nearly £1m in sales for retailers. However, three in five convenience stores are missing out on selling Peroni Nastro Azzurro 0.0% and capitalising on the +66 per cent in value sales growth it has seen in the past 12 months.
“There’s never been a better summer to stock up on Peroni Nastro Azzurro 0.0% and drive your no-and-low sales and profits,” added Hobart.
Competition Ts & Cs
*UK and ROI, 18+. Purchase Necessary. Retain Receipt/take photo of pint in outlet. Internet access required. Open: 08:00 GMT 01/05/25 – 23:00 GMT 30/09/25. Purchase any Peroni Nastro Azzurro promotional product in-store, online, or in participating outlets. Scan QR code on pack, promo materials, glassware or visit www.peronicompetitions.com/summer, play game of skill and enter details. Prizes awarded via leaderboard based on closest and fastest time to drop pin. Prizes: Five (5) holidays to Italian locations for winner and guest (both 18+), six hundred and three (603) premium Antler travel accessories. Any unclaimed prizes allocated via Mop-Up Leaderboard. Max one (1) entry per person per day. Max one (1) of each prize type per person. Claim one (1) x £/€50 Secret Escapes online promo code with your first eligible purchase to use on bookings over the value of £/€300 (Max one code per person. Max one code per booking). Use code within 30 days of issue. Exclusions apply. Promoter: Asahi UK Ltd, Griffin Brewery, Chiswick Lane South, London, W4 2QB, England. Full terms: asahibeer.co.uk/promotional-terms-and-conditions.
