Asahi UK is aiming to build on the growth of its Peroni Nastro Azzurro Stile Capri variety with a summer of retailer and marketing activity.

The supplier will be running sampling and engagement activity for convenience retailers through Parfetts and Bestway Wholesale.

Consumers will get further exposure to the brand through sampling with Waitrose and Tesco as well as rapid delivery firm Zapp.

This comes as the lager is in value growth of +38% compared to its launch period, with the week ending 11 May 2024 marking its biggest sales week outside of Christmas since mid-July 2023.

Sample a case of Peroni Nastro Azzurro Stile Capri

Rob Hobart, marketing director at Asahi UK, said: “When we launch new products, it’s critical for us to support them long-term and ensure they are genuinely growing the category and offering something that the customer is looking for.

“We’re urging retailers to stock up on Peroni Nastro Azzurro Stile Capri to make the most of our investments. Our summer activity for the wider Peroni Nastro Azzurro brand will only build on this momentum.”

Summer is a key period for premium lager sales. Last year, premium lager took a 25.5% market share in June, compared to a year-wide average of 22.4%.

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