Peroni Nastro Azzurro Stile Capri enters the sunshine beer category with refreshingly light, premium lager

Author: Communications Team

Date: 13 03 2023 12:00

Introducing Peroni Nastro Azzurro Stile Capri - The Taste That Takes You There

Peroni Nastro Azzurro - the number-one brand in on-trade packaged lager (For value rate of sale’ CGA 12 w/e Data to 31/12/22) and the number-three premium lager in the off-trade (Nielsen Scantrack data to 31.12.22) - is invigorating the sunshine beer category with a brand-new, refreshingly light lager, Peroni Nastro Azzurro Stile Capri. The latest innovation from Peroni Nastro Azzurro features a subtle spritz of Italian lemon and lower bitterness to deliver exceptional quality and taste credentials for summer 2023.



Aimed at a younger on-trade consumer searching for great refreshment from the category, brand-new Peroni Nastro Azzurro Stile Capri offers lower bitterness and lower 4.2% (ABV) than the original Peroni Nastro Azzurro, with exceptional quality and taste credentials.

Inspired by the taste and scent of Capri, an island in Italy’s Bay of Naples, the new brand from Peroni Nastro Azzurro offers a subtle and lightly aromatic flavour. The launch comes in time for spring and summer and is ideal for informal occasions. Whether it be music festivals, live sport, picnics, BBQs, or a pub beer garden – new Peroni Nastro Azzurro Stile Capri will drive sales through striking point of sale (POS), such as ice buckets, bar runners and chalkboards.

Peroni Nastro Azzurro Stile Capri will be available later this month across the UK & Ireland in the On Premises, Wholesale, Grocery and Convenience Retailers:

On Trade, including:
Drake & Morgan, Greene King, Oakman Inns, and Young’s from the end of March onwards, the new brand will be nationwide by summer 2023. 

Off Trade, including: 
Sainsbury’s, Asda, Tesco, M&S Food, Waitrose, Co-op, Spar, Nisa, and Parfetts, amongst others.

On Trade Wholesale, including:

Nectar, C&C Group, Drink Warehouse UK, HB Clark, Hills Prospect, Inn Express, LWC, Matthew Clark, Tolchards and Venus, amongst others.

The product is set to land with high impact for shoppers, for instance in Tesco which will see 700-stacks on the shop floor to drive awareness and purchase.

Peroni Nastro Azzurro Stile Capri will be available for retailers in 3x330ml and 10x330ml for retailers and in 24x330ml bottle packs, from wholesalers.

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).

Steve Young, Sales Director, Asahi UK, said:

“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. Launching under the instantly recognisable and much-loved Peroni Nastro Azzurro brand 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.”

Peroni Nastro Azzurro Stile Capri launches into the on-trade’s sunshine beer segment, which is growing ahead of value, indicating the opportunity for a premium offering within the category. The brand will launch with terrazzo-style activations across the summer and is backed by a £3m integrated marketing campaign

Last November, research from CGA showed 18-34s were the only age group who were more likely to say they went out ‘more’ last month than ‘less’ - 50% vs 26% (CGA Cost of Living Consumer Pulse November 2022, Sample Size 1,030). These consumers are style-conscious, indicating an opportunity to drive profits by trading them up to premium+ brands. 

Now part of the Peroni Nastro Azzurro portfolio, the core brand delivers the highest annual value rate of sale of any packaged lager in the on-trade and Premium+ is the fastest-growing area within lager in the on-trade, growing at 30.2% vs total lager at 9.4% (CGA 12 w/e Data to 31/12/22 vs. YA).

Therefore, Peroni Nastro Azzurro Stile Capri is the must stock of the summer. 



About Peroni Nastro Azzurro
Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion, and flair. Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. The No 1 Premium Italian Beer Brand Globally, Peroni Nastro Azzurro is gently brewed for an effervescent, refreshing, and crisp taste that’s full of life.

About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

About Asahi Europe & International
Asahi Europe & International is the international branch of Asahi Group Holdings, a global beverage and food company listed on the Tokyo Stock Exchange, Japan. It is the outcome of years of acquisitions, which allowed Asahi Group Holdings, a traditional Japanese producer of beer, whiskey, and wide range of food products, to establish and strengthen its business in Europe and around the globe. As of 2020, the business is established under the Asahi Europe and International organization headquartered in Prague, Czech Republic. Building on centuries of European brewing heritage, the business runs nineteen production facilities in eight countries across Europe and is the custodian of some of the best beer brands in the world, including Asahi Super Dry, Pilsner Urquell, Peroni Nastro Azzurro, Grolsch and Kozel. Within the Asahi Group, the remit of Asahi Europe and International is also to develop and manage all export markets globally, outside of Japan and Oceania. Covering ninety markets and with over 10,000 enthusiastic colleagues on board, the business is well positioned to inspire people around the world to drink better. 

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