The UK division of Asahi has commenced the rollout of two flavour variants from the 0%-ABV version of beer flagship Peroni Nastro Azzurro in the country.
The duo, Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa, are being positioned in the UK as “as a premium, stylish alternative to other alcohol-free beers”, according to Asahi UK, who is backing the release of the variants with a marketing spend in the region of GBP1m (US$1.3m). Kicking off this week in the off-premise channel – 4x33cl can-packs will go on sale through retail multiple Tesco – the variants will expand to the on-premise through restaurant multiple Pizza Express from the start of next month.
The news comes in the same month as Heineken 0.0% was joined by a brace of flavour extensions – Cold Pressed Lime and Nectarine Juniper – for the first time in the US.
“[In the] UK, flavoured beer value sales have increased by GBP3.1m year-on-year, demonstrating a major opportunity for pubs, bars and restaurants,” said Asahi UK, citing moving annual total figures to 21 June last year from Nielsen IQ.
Among the arranged marketing activities will be a presence at the ‘British Summer Time’ schedule of outdoor concerts in central London this summer, as well as a partnership with Time Out magazine, details of which were not disclosed.
“The launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a step-change for flavoured alcohol-free beer in the UK and marks our commitment as a globally recognised brand in driving the alcohol-free category forward,” added Asahi UK’s marketing director, Rob Hobart.
“With Peroni Nastro Azzurro 0.0% generating a price premium of +29% vs the wider category, we know that the brand is the right choice for pubs, bars and restaurants that are looking to drive sales and profits from alcohol-free, the fastest-growing segment of the beer market.”
Over in the US last month, Asahi introduced its Japanese ready-to-drink Zeitaku Shibori to the country with the vodka-based brand’s arrival, comprising two flavours – lemon and peach.
