UK: Asahi ditches Peroni Nastro Azzurro Stile Capri just two years after launch

Peroni has ditched a much-loved lager just two years after launch - even though customers say it’s the “perfect summer” beer, The Sun reported on October 13.

Beverage giant Asahi UK unveiled the Peroni Nastro Azzurro Stile Capri in March 2023 to entice younger customers.

But sales weren't as high as hoped - so company bosses have made the "difficult decision" to axe the bubbly beverage.

Yet many shoppers love the product - gushing over its “refreshing lemon citrus zing” and “high quality”.

One reviewer wrote on Tesco: “I bought these for my grandson, we don't drink lager but he tells me that he enjoyed them with his pals.

"He said they tasted lemony and were very refreshing.”

Drinkers particularly appreciated having a lighter 4.2% ABV alternative to the standard 5.1% Azzuro product.

“Very light with a touch of sweetness and only a hint of bitterness," someone wrote.

"Perfect for those that are not usually into drinking beer.”

The Stile Capri, brewed in and imported from Peroni’s native Italy, featured a classy clear bottle.

Industry experts believed it would fight Corona — AB InBev’s popular Mexican-style lager — for popularity and shelf space.

Asahi pumped plenty of cash into the Capri Stile.

There was a massive £3million investment at launch, then a £17million European campaign.

Yet the Stile Capri's bubble appears to have burst.

An Asahi spokesperson said it had attracted younger drinkers.

But the product “unfortunately did not achieve the desired scale in the UK”.

Asahi UK did not say when the phase out would officially begin.

But the beer has already been delisted by major supermarkets like Asda and Waitrose.

Tesco online shoppers are faced with a message saying: 'This product's currently out of stock'.

Asahi UK will now focus on Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0% as its “strategic priorities for the brand”.

“We will continue to review the situation and consider any future opportunities for the product within the market,” the Asahi UK spokesperson added.

The wider Peroni brand has seen sales increase by 1.2% in the past year.

According to the latest YouGov data, Peroni is the UK's fifth favourite lager brand.

Overall, 43% of those surveyed had a positive view of their products.

Birra Moretti is the country's favourite lager - with 54% having a positive opinion of it - according to YouGov.

It's followed by San Miguel (52%), Budweiser (47%) and Heineken (43%)

The UK’s £104billion food and drink industry is the nation's biggest manufacturing sector by turnover.