Editoria e Media
Peroni Nastro Azzurro Invites UK to Embrace the Italian Spirit of La Passeggiata in New Global Marketing Campaign
- Campaign will be supported with a back to trade plan for on-trade partners including complimentary kegs, and a range of services to support in outlet social distancing
- Letter 'From Italy to The World' to kick-start the new campaign, starting with the UK
- UK's Number 1 Super Premium Beer brand taps into timeless Italian ritual to inspire nation
LONDON , July 2, 2020 /PRNewswire/ -- Peroni Nastro Azzurro, the UK's Number 1 Super Premium beer brand , today launches a new global advertising campaign, ' ' to reflect the heart of Italian culture as doors to UK pubs, bars and restaurants begin to open up again on a wider scale. The message focuses on the time-honored Italian tradition of La Passeggiata – an early evening ritual which Italians routinely take – to walk, connect and socialise.
A salute to Peroni Nastro Azzurro's Italian roots, the 'Walk With Us' campaign will go live across TV, radio, video on demand (VOD), OOH, print and social media, and is spearheaded by a letter, 'From Italy to the World' to highlight the feelings people will have experienced in recent months. People who may now have a renewed sense of appreciation for the things that they may have taken for granted – even something as simple as a walk. In addition, over one million premium recyclable cups and 250,000 four-pint carriers are now available to help operators with a flexible offering when restrictions are eased from the 4 July.
Synonymous with great taste, quality and style, Peroni Nastro Azzurro is the number one brand that consumers want to be seen drinking . As pubs, bars and restaurants start to reopen, brands that deliver on value, and will be sought out by consumers, will be more important than ever. Industry forecasts indicate that the GB On-Trade will be operating significantly below pre-lockdown volume so ensuring that the range available makes the most of footfall profit opportunity is key. By incorporating Peroni Nastro Azzurro, and maintaining a balanced range with options from Standard to Super Premium, operators can maximise sales and the revenue opportunity.
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Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion and flair. Born in Rome , 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. Created to reflect the emergence of Italian luxury in fashion and design, it was designed with the sharp, sophisticated beer drinker in mind. Peroni Nastro Azzurro is gently brewed to give an intensely crisp, refreshing taste with that unmistakable touch of true Italian style.
Asahi UK is a subsidiary of Asahi International Ltd and is responsible for sales, marketing and customer operations across the UK and Ireland . Asahi UK aims to enrich consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands including, Peroni Nastro Azzurro, Asahi Super Dry , Meantime, Fuller's London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development. For further information, visit www.asahibeer.co.uk.
Asahi International Limited is a subsidiary of Asahi Group Holdings Ltd, a global beverage and food company listed on the Tokyo Stock Exchange, Japan . Employing over 1,300 people, the UK headquartered business is the custodian for leading super premium beer, ale, craft lager and cider brands including; Peroni Nastro Azzurro, Asahi Super Dry , Grolsch, Meantime, Fuller's London Pride, Pilsner Urquell, Kozel and Cornish Orchards. Asahi International Limited leads commercial operations across United Kingdom , France , USA , Canada , China , Taiwan and South-Korea . With total sales revenues of over €1bn, Asahi International's global distribution network reaches Europe , Africa , Asia and Latin America . For further information, visit www.asahiinternational.com, www.linkedin.com/company/asahi-international.
CGA Pub Report 2019
Millward Brown, July 2019
CGA OPM Forecasts – 4 Weekly Total Beer Volume (HL) & Share vs Expected Volume