Asahi UK is expanding its low- and no-alcohol offering with two new Peroni Nastro Azzurro 0.0% varieties, Limone di Sicilia and Arancia Rossa.
The products will be launching in selected Tesco stores from 24 February, with wider availability to follow, and the launch comes at a time where Peroni Nastro Azzurro 0.0% is the leading contributor to no- and low-alcohol lager growth in the UK, according to Nielsen figures.
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To support the launch, Asahi UK will distribute over 500,000 samples to consumers via in-store activity, digital promotions, a partnership with HelloFresh and by linking with new occasions, such as running clubs. Consumers will also receive samples, offers and discounts via the Club Peroni loyalty programme.
Rob Hobart, marketing director for Asahi UK, said: “The launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a step-change for flavoured alcohol-free beer in the UK and marks our commitment as a globally recognised brand in driving the alcohol-free category forward.”
