Peroni Nastro Azzurro is set to introduce a 10x440ml multipack to the wholesale channel in response to rising demand.
The launch, which forms part of a wider campaign for a new global brand platform Only Peroni, will feature depot activations in high-footfall Parfetts and Dhamecha sites. Bestway depots will also receive support to drive sales with front-of-outlet displays and social media activity to engage its customers.
Within retail, Only Peroni will be based across 2,000 activations that will go live from late spring, with dedicated beer, wine & spirit aisle takeovers, digital signage, and gondola end placements to bring the brand across every off-trade touchpoint.
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The campaign will also feature within foodservice, with Peroni Nastro Azzurro supporting its on-trade customers in driving footfall at the start of the summer season with the brand sampling more than 10,000 complimentary pints across UK and Ireland in addition to Peroni-branded merchandise and point-of-sale materials.
Rob Hobart, marketing director at Asahi UK, said: “Marking the brand’s biggest advertising investment in years, Only Peroni is a step change in our communication and a return to the brand’s DNA that set it apart from the rest of the category 20 years ago. Through our new global platform, we will drive category growth by underlining the brand’s premium credentials.
“Our support for our on-trade and off-trade partners will be unwavering throughout the three activation bursts planned for this year. We are gearing up for some truly expressive and immersive takeovers that will ensure consumers know that if they are looking for a beer that offers something special, it must be Only Peroni.”
