Italian beer invites trade to join the club


ITALIAN beer Peroni Nastro Azzuro has launched a series of limited edition items for its on-trade loyalty programme this summer.

Club Peroni’s ‘spring/summer collezioni’, which will be available until the end of September, includes sunglasses, a ‘hip hotels’ book, travel bag, ice buckets and a trip to Lake Como in Italy.
Under the loyalty scheme, which has been running for seven years and has more than 7000 members in the UK, operators collect ‘puntos’, one of which is printed on each on-trade case of Peroni Nastro Azzuro. Puntos can then be redeemed for items in the Club Peroni catalogue.
The launch of the loyalty scheme’s summer collection comes ahead of what’s said to be a key trading period for world beers, with sales rising by an estimated 13% during the summer months.
Laura Edwards, trade marketing director at parent company Miller Brands, said Club Peroni has helped drive sales of Peroni by enabling operators to claim premium point of sale material and incentivise staff.
“We have seen a fantastic response from the trade to the new Club Peroni spring/summer collezioni,” she said.
“Providing support for Peroni Nastro Azzurro through the key summer months, Club Peroni provides real opportunities for our valued on-trade retailers to drive sales and margins.”