Asahi UK has unveiled an extensive festive support package across the off-trade to drive seasonal volume for Peroni Nastro Azzurro.
The nationwide push brings the brand’s Only Peroni creative platform to life through tailored activations across more than 3,000 hospitality venues and major retailers throughout the Christmas period.
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Alongside promotions in the on-trade and major supermarkets, Bestway’s wholesale depots are set to feature digital and front-of-depot displays, while Co-op stores will roll out dedicated seasonal activations.
Creative investment
Commenting on the trade support plans, Rob Hobart, Asahi UK MD, 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.
“By offering tailored commercial toolkits - from high-impact digital retail takeovers to experiential pub footfall drivers - we’re ensuring our partners maximise premium trade-up during the trade’s most crucial trading window.”
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