Asahi rolls out festive Peroni campaign with activations across pubs and chains
The festive drive pushes more than 5,000 cases of limited-edition glassware into the on‑trade and aims for visibility in over 3,000 hospitality venues nationwide. About 250 free‑trade pubs will receive dedicated seasonal point‑of‑sale support and branded décor as part of a broader Christmas package to help operators boost sales through activations, PoS materials and experiential events. Mitchells & Butlers venues in York, Manchester, London and Birmingham will host Peroni‑backed activities, including complimentary merchandise and beer sampling, with Heartwood Inns and Young’s pub the Marquess of Anglesey in Covent Garden also taking part. Greene King’s Big Christmas Shift will feature 30,000 free meals and drinks and events for Blue Light Card members and charity partners. Peroni Nastro Azzurro 0.0% will be listed as an alcohol‑free option across campaign communications and events aimed at Blue Light Card’s 150,000 members. The brewer is also partnering with PizzaExpress on its Play Secret Scan‑Ta across 370 sites and the loyalty app, offering prizes such as trips to Rome, beer giveaways and branded merchandise. The programme launches at Crown & Two Chairmen in Soho with a Peroni concierge experience, then moves to Young’s Oyster Shed, Greene King’s The George and Harry’s Bar in Newcastle during the run‑up to Christmas. Rob Hobart, Asahi UK marketing director, says the aim is to help operators capitalise on premium trading opportunities, noting that 55% of Peroni drinkers expect to trade up at Christmas and about half plan to visit pubs more often. The initiative emphasises tailored toolkits and venue support to maximise premium trade‑up during the trading window. Source: The Morning Advertiser
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