Peroni Nastro Azzurro Stile Capri enters sunshine beer category

Peroni Nastro Azzurro has announced that the brand new Peroni Nastro Azzurro Stile Capri arrives in-store today. Offering a refreshingly light lager with lower bitterness, the latest innovation features a subtle spritz of Italian lemon to deliver exceptional quality and taste credentials for summer 2023.

Peroni Nastro Azzurro Stile Capri has a lower ABV (4.2 per cent) than the brand’s core lager product and is aimed at younger consumers within the category searching for great refreshment. The new addition to the Peroni Nastro Azzurro family is inspired by Capri, the southernmost island in Italy’s Bay of Naples, and is supported by a £3m integrated marketing campaign to drive awareness and trial.

The new Peroni Nastro Azzurro Stile Capri will be available in 3x330ml and 10x330ml bottles packs.

The new addition to the Peroni Nastro Azzurro portfolio will be available across retailers such as, Nisa, Spar, Bestway, Parfetts and Co-op from April, with a marketing campaign starting in June. Additionally – with plans for 300 store takeovers in Co-op and new product launch media in Nisa – the arrival is sure to deliver high impact for shoppers. Whether it be music festivals, watching live sport, picnics, or BBQs – new Peroni Nastro Azzurro Stile Capri will drive sales through striking point of sale (POS).

“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," said Steve Young, Sales Director, Asahi UK. "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.”

Peroni Nastro Azzurro is the second largest premium brand in impulse and Peroni Nastro Azzurro 4x330ml is the number-one SKU in the segment by value rate of sale.

The brand’s alcohol-free line, Peroni Nastro Azzurro 0.0 per cent 4x330ml, is the number-one bestselling no-alcohol line in impulse by value rate of sale. Beer sold in bottle formats encourage shoppers to trade up. In impulse, three- and four-pack bottle multipacks are worth £95m.