Asahi UK has unveiled a summer of retailer and marketing activity for Peroni Nastro Azzurro as its Stile Capri sub-brand unveils record growth.
Launched last year into the sunshine beer category, Peroni Nastro Azzurro Stile Capri is in value growth of +38% vs its launch period, with the week ending 11 May 2024 marking the biggest week for the launch outside of Christmas since mid-July 2023.
The brand also recorded its strongest rate of sale in this week since summer 2023, a strong indication that the brand’s marketing campaigns are driving traction.
The brand will be giving away more than 150,000 samples of Stile Capri this year and has already given away more than 50,000 samples via Hasting, Stonegate’s MIXR app and others.
Retailer partnerships have been critical to building growth in the wider Peroni Nastro Azzurro brand and will continue to be in summer 2024.
For convenience retailers, the brand is running sampling and engagement activity with Parfetts and Bestway.
Meanwhile, the F1 partnership with Peroni Nastro Azzurro 0.0% continues to reach the Scuderia Ferrari fan base, which consists of 309.7 million people globally.
“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,” said Rob Hobart, marketing director at Asahi UK.
“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.”
The premium lager category will play a huge role this summer due to its share of the category being at its highest point during these months. It reached 25.5 per cent in June 2023 compared to the average throughout the year of 22.4 per cent.
Peroni Nastro Azzurro’s share of the category also peaks in summer months, with a 4.2 per cent value share of beer in June 2023 compared to 3.6 per cent average for 2023.
