Unlock seasonal sales with Peroni Nastro Azzurro – the number-one Christmas beer brand

For retailers who are looking to maximise their beer sales and profits at Christmas, there is one name that is essential to have on shelf – Peroni Nastro Azzurro.

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

With the share of premium beer extending during the festive period, with some estimates that it could exceed £2 in every £5 spent on the category this year, Peroni Nastro Azzurro is clearly a must-stock for all independent alcohol retailers.

Meanwhile, no & low beer has a pivotal role to play at Christmas and has continued its double-digit growth throughout 2024. Peroni Nastro Azzurro 0.0% remains the fastest-selling impulse no- and low-alcohol beer brand[2] so similarly merits space on any retailer’s shelves.

The brand is coming off the back of a busy summer, with partnerships such as Royal Ascot and major music festivals driving engagement. In fact, Ascot 2024 marked record-breaking success for the brand, with exceptional performance for both the regular and the 0.0% variations of Peroni Nastro Azzurro across the events.

Peroni Nastro Azzurro 0.0% is also continuing its season of support for the F1 Scuderia Ferrari HP team, by partnering with Charles Leclerc as its first-ever global ambassador. The multi-year partnership sees the Scuderia Ferrari HP driver and lifestyle icon driving 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 is cementing the brand in the hearts and minds of passionate F1 fans – a key group for the at-home TV sporting occasion.

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 deliver again for retailers this festive period.

“We’ve spent 12 months since last Christmas, when the brand was already number one, [3] investing in the right marketing activations to elevate the brand even further this year.”

For more information on how Asahi UK can help you grow your sales and profits this Christmas, email communications@asahibeer.co.uk

[1] Nielsen GB Total Impulse 12 w/e 30/12/23

[2] Nielsen GB 2024

[3] Nielsen GB Total Impulse 12 w/e 30/12/23