Australia: Peroni reintroduces beer portfolio of low- and medium-alcohol strength
Peroni has reintroduced its moderate portfolio of low-alcohol (0.0 per cent) and medium-strength (3.5 per cent) beers in Australia, under the brand Peroni Nastro Azzurro, the Inside FMCG reported on August 2.
Aiming to replicate the authentic Italian flavour, Peroni Nastro Azzurro 0.0 per cent and Peroni Mid Strength 3.5 per cent are made with Nostrano dell’Isola maize, which is grown in northern Italy. Both were introduced in April, in Europe.
Acquired by Asahi Group in 2016, Peroni focuses on providing more options for beer drinkers to moderate their alcohol consumption. Currently, 29 per cent of Asahi Beverages’ beer sales are of no, low, and mid-strength beer.
Additionally, Birra Peroni, one of the branches of Peroni, has implemented technology in its brewery in Rome to enable Peroni Nastro Azzurro 0.0 per cent to replicate the flavour profile of the company’s signature beer, Peroni Nastro Azzurro. With the help of this technology, the Peroni Nastro Azzurro base recipe and ingredients can be utilized.
“This launch has been a truly global partnership between the local Australian team, our global team in London and our home team at Birra Peroni, Italy to develop these incredible and, might I say, refreshing brews,” said Kym Bonollo, head of international & craft at Asahi Beverages.
“More than ever, we are all moderating our choices, but we shouldn’t have to compromise on taste. The redevelopment of our moderation portfolio to bring the uplifting taste of Peroni Nastro Azzurro to more consumers is a simple but positive one for our future.”
Starting in September, a campaign above the line will run across TV, video on demand, out-of-home, digital, and social channels to support the Peroni Nastro Azzurro 0.0 per cent launch in the Australian market. The beer will be sold in stores and on-site establishments.
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