PERONI has ditched a much-loved lager just two years after launch – even though customers say it’s the “perfect summer” beer.
Beverage giant Asahi UK unveiled the Peroni Nastro Azzurro Stile Capri in March 2023 to entice younger customers.
Company bosses have made the “difficult decision” to axe the Peroni Nastro Azzurro Stile[/caption]
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.”
Another happy customer said: “Crisp, light and refreshing beer! Perfect chilled on a summers day, with a meal or just having a drink or two!!”
And a third said: “This is my favourite of all time. Great flavour. Easy to drink. Definitely buy again.”
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.
How to save money buying alcohol
Alcohol can be pricey if you’re planning a party or hosting an event but there are ways to cut costs.
It’s always important to drink responsibly, here, Sun Savers Editor Lana Clements share some tips on getting booze for the best price.
Stocking up can mean big savings on drinks, especially if you want to buy wine or fizz.
The big supermarkets regularly offer discounts of 25% when you buy six or more bottles of wine. The promotions typically run in the lead up to occasions such as Bank Holidays, Christmas and Easter.
If you know you are going to need booze later in the year, it can be worth acting when you see offers.
Before buying your preferred drink make sure you shop around to find the best price – you can use a comparison site such as pricerunner.com or trolley.co.uk.
Don’t forget that loyalty cards can unlock better savings so make sure you factor that in too.
If you like your plonk, wine clubs can also be a good way to save money and try new varieties. You’ll usually have to pay a membership fee in return for cheaper price so work out if you will be buying enough to make the one off cost worthwhile.
