Asahi UK Targets Younger Consumers With 'Lighter' Peroni Variant

Asahi UK Targets Younger Consumers With 'Lighter' Peroni Variant

Asahi UK has launched a new Peroni Nastro Azzurro variant named Stile Capri, offering lower bitterness and a lower ABV in time for the summer.

Aimed at younger consumers, the new addition to the Peroni Nastro Azzurro family has a lower alcohol content than its core lager brand at 4.2%.

The new Stile Capri beverage is inspired by the taste and scent of Capri – an island in Italy's Bay of Naples – and will be supported by a £3 million media campaign, available in-store from March onwards with a broader campaign to drive awareness and trial throughout the summer.

As the number three premium lager brand and the second largest premium brand in impulse, Peroni aims to drive value growth in the £479 million sunshine beer category.

It's lager segment grew by 10% from 12 weeks to 28 January 2023. Asahi first bought the Peroni brand in 2016.

"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," sales director at Asahi UK, Steve Young said.

"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."

Young added: "Previous growth has been achieved in this segment through larger packs and offers in stores, which can drive down prices.

"We believe that by launching an exceptional new option in this space, under a premium brand – we can help drive improved value sales by attracting a younger consumer and broadening the appeal of the category during a peak period for beer sales," he said.

Asahi UK has identified that convenience retailers could increase sales of no and low-alcohol beer by £660 on average in each store due to the soaring demand for low-alcohol alternatives over recent months.
Back to blog