Asahi UK is embarking on a tactical sales campaign to encourage more convenience stores to stock the recently-launched slimline 330ml can of Peroni Nastro Azzurro.


Representatives from the company’s field sales team will be calling on c-stores in key urban areas, supported by tactical direct sales blitz calls with bespoke promotional support. The campaign will be enhanced by in-depot activations in cash and carry depots across the summer and autumn, and once the distribution drive is complete Asahi UK will work with wholesalers to drive repeat purchase and activation in depot and store.

Steve Young, Asahi UK director of sales, said: “The convenience channel currently under-trades in the premium plus category, and we see the channel as the perfect sector for premium plus to thrive.

“Convenience accounts for 19.4% of ABC1 shoppers, and the high presence of these shoppers means access to more premium consumers and moments in relevant formats.”