Peroni Nastro Azzurro, the Italian premium lager, is giving Tesco customers the chance to win a trip to Milan, one of the most stylish cities in the world.
In a continuation of the brand’s celebration of Italian style and building on its successful campaign with Italian design brand Alessi, Peroni Nastro Azzurro will be launching a new marketing campaign across Tesco stores. Eye-catching merchandising units will bring Italian style to the Tesco aisles with enticing imagery that communicates the opportunity for shoppers to win a trip to Milan, the city of iconic design.
Merchandising units will display 4 and 12 pack cases of 330ml Peroni Nastro Azzurro along with leaflets that direct consumers to a specific website where they will be prompted to enter a prize draw.
Federica Iaconetti, Peroni Nastro Azzurro Marketing Team said, “Our promotions have always been well received by Tesco consumers. Our collaboration with Anglo-Italian Fashion designer Antonio Berardi, which gave consumers the opportunity to win items from the exclusively designed Peroni Berardi collection, saw some of our highest ever redemption rates in the off-trade. We are positive that this promotion with Alessi will follow suit.”
The Tesco promotion coincides with the launch of a series talks developed as part of a partnership between Peroni Nastro Azzurro and the Design Museum, London entitled ‘Made in Italy - The influence of Italian Design”. Taking place in May 2010, the series of 10 talks will offer unique insights into contemporary Italian Design, with key figures from the industry including James Irvine, Mario Bellini, Piero Lissoni, Antonio Citterio, Michele de Lucchi and Roberto Giolito discussing its influence and excellence.
-ENDS-
Issued: 30/03/10
For more information please contact:
Emma Currin
Leisure PR & Communications on behalf of Miller Brands
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to Editors:
About Peroni Nastro Azzurro
• Peroni Nastro Azzurro is the leading Italian imported lager in the UK.
• Peroni Nastro Azzurro has been imported to the UK since 1965 as a bottled beer (330ml & 660ml). It is now also available in draught in selected accounts nationwide.
• Peroni Nastro Azzurro is a well-balanced, clear pale lager made by brewing the finest spring-planted barley and Italian maize combined with malts and hops to create the highest standard of premium beer
• RRP for a four-pack of Peroni Nastro Azzurro is £4.49
• Website: www.peroniitaly.com
About Miller Brands
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.