Peroni Nastro Azzurro’s second collaboration with Italian design brand, Alessi is about to hit the off-trade. For the first time ever, the Italian beer brand has launched a nationwide on-pack promotion on its 660ml bottles and its secondary packaging which includes 4, 6 and 12 pack formats.
The activity will be brought to life in a number of retail outlets through exciting and eye catching point of sale which includes merchandising units and free standing display units in Tesco and Wine Rack; and high visibility on shelf marketing material in Sainsbury’s, Waitrose and Morrisons.
Each customer who purchases Peroni Nastro Azzurro will have the chance to create their own Italian design collection. The multipack formats will carry a promotional code whereby consumers are driven online to enter their code to find out if they have won and the 660ml format carries a text-to-win mechanic. Through each mechanic, customers will know instantly if they have won one of the three Peroni Nastro Azzurro Alessi co-branded items which encompass a stylish coaster, an innovative bottle opener and an Aperitivo bowl – all in sleek stainless steel.
Sam Rhodes, Customer Marketing Manager, Miller Brands UK said, “The retailers have really taken to the Peroni-Alessi activity and we’re delighted with the reaction to the promotion. By working with key retailers to communicate the promotion and by creating aspirational prizes that customers can connect with really helps to increase the visibility of the brand in outlet.
“This is the second time that we’ve worked with Alessi and we’re delighted our consumers aspire to own these coveted design pieces. As with our previous collaboration with Alessi we’re confident, this activity will be very successful.”
The off trade activity and the chance for customers to create their own Italian design collection is part of a wider piece of activity, where Peroni Nastro Azzurro and Alessi have come together to create the Blue Ribbon Design Awards.
Through this, design enthusiasts were invited to create pieces inspired by the authentic Italian occasion of Aperitivo, which combines small plates of food with light alcoholic drinks during the early evening hours of the week as a relaxing prelude to dinner. The Blue Ribbon Design Awards will culminate in a national exhibition which will be open to the general public, and where the finalist’s pieces will be on display at the Institute of Contemporary Arts (ICA) in London from 30th September to the 4th October 2009.
-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 (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