Peroni Nastro Azzurro’s loyalty programme, Club Peroni is celebrating signing up its 5000th member - The Peldon Rose in Peldon, Essex.
Initially launched to reward Italian restaurants selling 330ml bottles, Club Peroni has gone from strength to strength since its extension to the on-trade.
To commemorate the 5000th member, The Peldon Rose has been awarded 750 puntos (Italian for point) to bank or exchange as they like as part of the Club Peroni scheme.
A point, or in this instance a punto, is printed on each on-trade case of Peroni Nastro Azzurro. The puntos are simply torn off and collected by Peroni Nastro Azzurro stockists. Outlets send their puntos to a Club Peroni freepost address to be ‘banked’ and once enough puntos are collected, outlets can then redeem their puntos for great rewards online or through a catalogue detailing all the items available.
The puntos can be used to obtain both point of sale materials such as the coveted Peroni Nastro Azzurro branded glassware or something stylish such as an iPod, a LCD TV or a luxury trip to Italy.
Adam Leydon, Front of house manager at The Peldon Rose said, “We decided to list Peroni Nastro Azzurro because we are a food-led business and I believe that Peroni Nastro Azzurro is one of the best beers to accompany food. When I saw the puntos on the case I thought it would be a good idea to collect them and exchange them for point of sale material such as the branded glassware or the silver tip trays. I never expected to have to make the decision on what we’d exchange them for so quickly!”
“We plan to exchange the puntos for a number of stylish digital picture frames so that we can promote our additional facilities, such as our upstairs dining room, to our diners in an innovative way. I think it’s a great scheme and we’ll continue to collect the puntos and reap the rewards!”
Karen Raglione-Hall, Marketing Manager for Peroni Nastro Azzurro said: “We’re delighted that we’ve recruited our 5000th member. Club Peroni has been designed to thank loyal Peroni Nastro Azzurro stockists for their commitment and for helping us build a brand which is adding value to the beer category. We’re currently in the process of making the programme even stronger so that more and more licensees will be encouraged to join up and experience the benefits of listing Peroni Nastro Azzurro.”
To join the free Club Peroni loyalty scheme, customers of Peroni Nastro Azzurro can call 0800 731 1728 or visit www.clubperoni.com where they can register as a member to receive a kit containing a handy collector box to store their puntos, a catalogue detailing the items that can be redeemed against collected puntos and a Peroni key fob.
-ENDS-
Issued: 29/06/10
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.