Asahi UK has unveiled an extensive festive support package to drive seasonal volume for Peroni Nastro Azzurro, bringing the brand's 'Only Peroni' creative platform to life through tailored activations across retailers throughout the Christmas period.
Retail and Wholesale Activations
In wholesale and convenience, Bestway depots will feature digital and front-of-depot displays, while Co-op stores will roll out dedicated seasonal activations as part of the nationwide push.
The trade support plans were detailed by Rob Hobart, Asahi UK marketing director, who highlighted the scale of the creative investment behind the campaign.
Premium Trade-Up at Christmas
Hobart said: “Only Peroni represents our largest creative investment in years, and its success relies entirely on how effectively we show up alongside our retail and hospitality partners.
“We know consumers are looking to make festive occasions feel more special. Our research shows that 55% of Peroni drinkers expect to trade up to more premium beer and lager choices at Christmas, while almost half plan to visit pubs and restaurants more often during the festive season.
“By offering tailored commercial toolkits – from high-impact digital retail takeovers to experiential pub footfall drivers – we are ensuring our partners maximise premium trade-up during the trade’s most crucial trading window.”
