Peroni Nastro Azzurro has unveiled the new Peroni Nastro Azzurro Stile Capri.
Peroni Nastro Azzurro Stile Capri has a lower ABV (4.2%) than the brand’s core range and is aimed at younger consumers within the category. It will be supported by a £3m integrated marketing campaign and available in 3x330ml and 10x330ml bottles packs.
The new addition to the Peroni Nastro Azzurro portfolio will be available to Nisa, Spar, Bestway, Parfetts and Co-op retailers. The brand also has plans for 300 store takeovers in Co-op and new product launch media in Nisa.
Steve Young, sales director at Asahi UK, said: “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. 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.
“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.”
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