Asahi UK has unveiled a festive support package across the on- and off-trade to drive seasonal volume for Peroni Nastro Azzurro.
The nationwide push brings the brand’s ‘Only Peroni’ platform to life through activations across more than 3,000 hospitality venues and major retailers throughout the Christmas period.
In wholesale and convenience, Bestway depots will feature digital and front-of-depot displays, while Co-op stores will roll out dedicated seasonal activations.
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The hospitality push centres on the rollout of over 5,000 cases of limited-edition festive glassware and visibility across 3,000+ outlets.
Commenting on the trade support plans, Rob Hobart, Asahi UK marketing director, said: “Only Peroni represents our largest creative investment in years, and its success relies entirely on how effectively we show up alongside our retail and hospitality partners. We know consumers are looking to make festive occasions feel more special. Our research shows that 55% of Peroni drinkers expect to trade up to more premium beer and lager choices at Christmas, while almost half plan to visit pubs and restaurants more often during the festive season.
“By offering tailored commercial toolkits – from high-impact digital retail takeovers to experiential pub footfall drivers – we are ensuring our partners maximise premium trade-up during the trade’s most crucial trading window.”
