A lucky Co-operative customer has won a trip to Milan – one of the world’s most stylish cities and exclusive destinations for shopping – all courtesy of Peroni Nastro Azzurro, the premium Italian beer.
The prize forms part of a range of activities to celebrate the collaboration between Anglo-Italian fashion designer, Antonio Berardi and Peroni Nastro Azzurro. Berardi has created a limited edition collection for Peroni Nastro Azzurro, which includes a stylish leather laptop case, a slick jewel bottle opener and a stunning revolutionary aluminium weave kagoule. To mark its association with the designer, Peroni Nastro Azzurro ran an exclusive month long promotion in over 800 Co-operative stores across the country.
As well as the chance to win the trip to Milan, consumers were also invited to win one of the three bespoke items from the Peroni Nastro Azzurro and Antonio Berardi collection. The promotion was highlighted in-store through on shelf communication and a handy leaflet to explain the mechanic to consumers. After making a purchase of either a 660ml bottle, a four pack or a 12 pack of Peroni Nastro Azzurro consumers followed on pack instructions directing them online. Once on the competition website they could enter the pack barcode to discover instantly if they had won one of the exclusive prizes.
The lucky winner of the trip to Italian style capital Milan was Juliette Morris from Middlesex who purchased her Peroni Nastro Azzurro in the Bushey Heath Co-operative in Hertfordshire.
Scott Russell, National Account Controller at Miller Brands said, “We want to add value to retailers by creating tailored mechanics that are appropriate for their businesses. Eye-catching point of sale and prominent shelf communications convey the messaging around Peroni Nastro Azzurro’s authentic Italian values of taste and style and bring promotions such as this to life.
“This has been a successful in-store activity and we are delighted with the level of engagement from The Co-operative’s consumers. We’ll continue to deliver innovative promotions for our customers to help drive value into the beer category.”
Vicky Wood, Category Marketing Manager for The Co-operative said, “The Peroni competition ran at the same time as we ran a wider Italian promotion in Co-operative stores, so it was perfect timing and a great fit. Our customers responded well to the offer and sales experienced an uplift during this period.”
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For more information please contact:
Emma Currin
Leisure PR & Communications
(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 (4
pack – 330ml & 66cl). It is now also available in selected draught 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 UK has responsibility for the development of all 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 recognized and referenced by retailers. More information can be found at www.millerbrands.co.uk
About Birra Peroni S.p.A.
SABMiller acquired a majority interest in Birra Peroni in May 2003. Birra Peroni S.p.A is now the second largest brewer in Italy with an approximate 25% market share and three operating breweries in Bari, Padua and Rome. Its portfolio of brands include the number one beer brand in Italy, Peroni; Peroni Nastro Azzurro and other leading beers including Gran Riserva, Crystall, Tourtel, Wührer, Raffo and Itala Pilsen.