Benefit from seasonal special offers with Peroni Nastro Azzurro – the number one Christmas beer brand

Retailers looking to maximize their beer sales and profits this Christmas should definitely have one name on their shelves: Peroni Nastro Azzurro.

Last year, Peroni Nastro Azzurro was the number one beer brand in all impulse stores in the 12 weeks to 30^th December with a sales growth of +10.3%.[1]

With the share of premium beer increasing over the festive season, and some estimates suggesting it could account for more than £2 in every £5 spent on the category this year, Peroni Nastro Azzurro is clearly a must-have for all independent alcohol retailers.

Meanwhile, zero and low alcohol beer plays a central role at Christmas and will continue its double-digit growth in 2024. Peroni Nastro Azzurro 0.0% remains the fastest-selling zero and low alcohol impulse beer brand[2] therefore also deserves a place on the shelves of all retailers.

The brand has enjoyed a busy summer, with partnerships such as Royal Ascot and major music festivals driving engagement. Indeed, Ascot 2024 was a record-breaking success for the brand, with exceptional performance for both the regular and 0.0% variants of Peroni Nastro Azzurro across all events.

Peroni Nastro Azzurro 0.0% also continues its season of support for the Scuderia Ferrari HP F1 team, partnering with Charles Leclerc as its first global ambassador. The multi-year partnership will see the Scuderia Ferrari HP driver and lifestyle icon drive engagement with the brand through his social channels. Peroni Nastro Azzurro 0.0% is the global sponsor of Scuderia Ferrari in a multi-year partnership that will anchor the brand in the hearts and minds of passionate F1 fans – a key demographic for the sporting event broadcast at home on television.

Rob Hobart, Marketing Director at brand owner Asahi UK, said: “We believe Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0% are well placed to continue delivering strong results to retailers this Christmas.

“We have spent 12 months since last Christmas, when the brand was already number one, [3] to invest in the right marketing measures to make the brand stand out even more this year.”

For more information on how Asahi UK can help you increase your sales and profits this Christmas, email [email protected]

[1] Nielsen GB Total Impulse 12 with 30/12/23

[2] Nielsen GB 2024

[3] Nielsen GB Total Impulse 12 with 30/12/23