Peroni 0.0% becomes available in lemon and blood orange flavours
Asahi is launching two flavoured alcohol-free Peroni beers in Sicilian lemon and Italian blood orange varieties into the UK. db finds out more.
The non-alcoholic flavoured beers have been positioned as a “premium, stylish alternative to other alcohol-free beers” and are said to deliver “a lively sip of Italy”.
The beer giant said that the releases were provoked by the findings from new research it recently commissioned revealed that “92% of 18-27-year-olds and 89% of millennials would be likely to purchase a flavoured alcohol-free beer”.
‘Expectations evolve rapidly’
Speaking to the drinks business about the importance of the launch, Asahi UK innovation lead Alex Boden said: “Peroni Nastro Azzurro 0.0% is already a no- and low-alcohol category leader, but we recognise that consumer expectations are evolving rapidly. They are no longer just looking for an alternative, they are seeking sophisticated, exploratory flavours that don’t compromise on quality. Our latest launches use premium ingredients to deliver a superior taste profile that remains deeply rooted in our Italian heritage, ensuring we stay ahead of the curve in the no- and low-alcohol space.”
Asahi UK marketing director Rob Hobart explained: “The launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a step-change for flavoured alcohol-free beer in the UK and marks our commitment as a globally recognised brand in driving the alcohol-free category forward.”
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Hobart added: “With Peroni Nastro Azzurro 0.0% generating a price premium of 29% versus the wider category, we know that the brand is the right choice for pubs, bars and restaurants that are looking to drive sales and profits from alcohol-free, the fastest-growing segment of the beer market “
Limone di Sicilia and Arancia Rossa will be available at selected Pizza Express restaurants across the UK from the 3 March.
Marketing investment
The launch will be supported by over £1 million of marketing investment, which includes social and influencer activity, presence at events such as American Express presents BST Festival, and a partnership with the national going out guide Time Out.
Asahi has also said that it additionally has plans to distribute more than 500,000 samples to consumers via in-store activity, digital promotions, a partnership with HelloFresh and by linking with new occasions, such as running clubs. Plus, consumers can also receive samples, offers and discounts via the Club Peroni loyalty programme.
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