Peroni Nastro Azzurro is distributing exclusive point of sale kits to 1,000 Italian restaurants to reward them for their loyalty and support over the years. The activity is part of the premium Italian lager’s loyalty and reward scheme, Club Peroni.
The branded kits include the following items:-
• 12 Peroni Nastro Azzurro half pint glasses
• Three waiters trays
• Two bar blades
• 25 Order pads
• 20 pens
Luke Sheehan, Commercial Planning & Projects Manager from Miller Brands said; “We owe a lot of Peroni Nastro Azzurro’s success to the Italian restaurants. Essentially they laid the foundations of the brand by offering their customers a truly authentic Italian beer which complements the great taste and flavours of their cuisine. Today that support and loyalty is still vital so we wanted to thank them for staying true to the brand.”
Since its launch, Club Peroni has gone from strength to strength with almost 5,000 outlets signing up to the scheme.
Club Peroni rewards outlets for stocking Peroni Nastro Azzurro. For each on trade case of Peroni Nastro Azzurro, a point or in this instance a punto (“Italian for point”) is printed on the case and the puntos can be simply torn off and collected by Peroni stockists. Outlets then 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 glassware or they can be used to treat yourself or your outlet to something special such as an iPod, a LCD TV or, if sales have been going great guns, a luxury trip to Italy.
Joseph Mascia, Owner of Pizza House Restaurant in Portsmouth said, “We joined Club Peroni for one reason, the fact that we could collect puntos and get the Peroni Nastro Azzurro branded glassware. They are slim and elegant and because of that, we find that in our restaurant, more women tend to drink the beer. Now that we’ve got enough glasses, it’s time that we rewarded ourselves and I’m now aiming for a laptop!”
To join Club Peroni for free stockists 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 catalogue detailing the gifts that they can redeem, a handy collector box to store their puntos and a Peroni key fob.
-ENDS-
Issued: 11/05/10
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.