Peroni Nastro Azzurro has launched the Club Peroni loyalty site which rewards consumers for buying the lager in the off-trade.

Shoppers can collect points by buying Peroni and exchange them on the site by prizes, including a chance to win event tickets or receive money-off coupons, free drinks, merchandise and experiences.

Peroni Nastro Azzurro shoppers can redeem points by signing up to the site, scanning the QR code on any pack, and then submitting their receipt through the platform to confirm purchase.

They can also enter a competition to including a chance to win a pair of tickets to American Express presents BST Hyde Park on 28 June, headlined by country musician Zach Bryan.

When they collect their first points, they can be in with a chance of winning another pair of BST tickets on 27 June, headlined by Olivia Rodrigo.

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Additionally, shoppers who spend 10 points can win two VIP Hydeaway tickets to BST on 5 July, headlined by Sabrina Carpenter.

There are also opportunities available for retailers to integrate their own loyalty programmes with Club Peroni and offer exclusive tailored promotions, such as money-off offers, and receive data-led insights. Supplier Asahi UK said a loyalty scheme was a relevant development for Nastro Azzurro’s target audience.

In a survey, 88% of Peroni Nastro Azzurro drinkers said they would join a loyalty scheme from their favourite drinks brands.

Rob Hobart, marketing director at Asahi UK, said: “Club Peroni is designed to enhance retailers’ existing loyalty programmes. The scheme works behind the scenes without adding extra steps for consumers or our trade partners.

“It complements their existing loyalty programmes by driving more engaged shoppers to stores, handing off seamlessly to their systems, and increasing sales opportunities.”

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