Premium Italian beer, Peroni Nastro Azzurro is offering Bestway Cash & Carry customers across the country the chance to win a luxury trip to Milan in a free prize draw.
The competition brings to life Peroni Nastro Azzurro’s association with Anglo-Italian fashion designer, Antonio Berardi in the cash and carry channel. It will be promoted with high visibility point of sale material and eye catching displays that will be installed in 31 depots across the country.
Peroni Nastro Azzurro’s volumes have tripled in the cash and carry channel in the last 3 years and is the only top 10 beer brand showing an increase in both volume and value by 25% and 32% respectively*.
John De Silva, Senior Negotiator for Bestway Cash & Carry Group said, “This kind of promotion and increased visibility really helps to put the brand at the forefront of our customers’ minds and it’s something that they like to see in depots.
“Brands such as Peroni Nastro Azzurro, which have strong consumer appeal and invest in exciting marketing activity to increase awareness, help to drive custom. We’re sure that this draw will help to further increase sales of Peroni Nastro Azzurro in our outlets.”
Will Goodyear, Account Development Manager, at Miller Brands said, “The cash and carry channel is vital to the growth of our business and activity such as this helps to drive value into the beer category. The competition communicates a key marketing partnership as well as offering a fantastic incentive in the chance to experience the renowned shopping culture and style of Milan.
“We’re delighted to be working with the Bestway Group and we’ll continue to work closely with them to help drive sales through their business”
*ACN MAT April 09 GB Off Trade Bottles.
-ENDS-
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 (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 UK
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.