Growing alcohol free beer with innovative flavours range
ITALIAN beer brand Peroni Nastro Azzurro has expanded on its alcohol-free 0.0% range with two new flavoured beer options.
Inspired by classic Italian flavours, the new range offers consumers a flavourful and stylish alternative for shoppers with the new Limone de Sicila and Arancia Rossa variants – Sicilian Lemon and Blood Orange respectively.
Positioned as a premium, stylish alternative to other non-alcoholic beers in the range, the new launches from Peroni deliver on classic and refreshing fruit flavours associated with Italian cooking and flavours.
Available in four packs of 330ml cans, the new Peroni 0.0% Limone di Sicilia and Arancia Rossa beers come with an RRP of £5.50 and will hit Tesco shelves from 24 February.
The launch will also be supported by a massive £1million investment in marketing including social media and influencer activity, presence at events including American Express presents BST Festival and a partnership with Time Out.
Parent firm Asahi UK will also distribute over 500,000 samples to consumers via in-store activity, digital promotions and a partnership with HelloFresh. Consumers can also receive samples, offers and discounts via the Club Peroni loyalty programme.
Asahi also reckons the new launch will resonate strongly with young adult consumers. New research commissioned by the drink giant found that 92% of 18-27 year olds and 89% of millennials said they would be likely to purchase a flavoured alcohol-free beer, placing the Peroni Nastro Azzurro 0.0% flavours in a strong position to tap into this demand.
Rob Hobart, marketing director at Asahi UK, said: “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.
“With Peroni Nastro Azzurro 0.0% generating a price premium of +21% vs the wider category, we know that the brand is the right choice for retailers who are looking to drive sales and profits from alcohol-free, the fastest-growing segment of the beer market.”
