Peroni launches £17m Stile Capri marketing campaign across Europe

By: Trademagazin editor Date: 2023. 06. 06. 09:29

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Peroni Nastro Azzurro (PNA) has revealed it is launching a new €20m (£17m) marketing campaign across several European countries for Stile Capri, the brand’s inaugural lighter lager and its first brand extension since 1963.

The Italian beer brand has teamed up with independent creative agency Trouble Maker and production company Stink Films to launch Stile Capri with a series of TV humorous adverts on 5 June in the UK, Italy, Hungary and Romania.

This is the first time the label has tapped into the lighter lager market, targeting 25 to 45-year-olds who want a more informal beer choice.

Owners of PNA – Asahi Europe & International – said it will invest more than €20m (£17m) into marketing Stile Capri over the next three years, as the brewer seeks growth in a fast-growing beer category that has been dominated by Mexican & US competitors.

The marketing campaign comes as part of Peroni’s ambitious growth strategy to become a top 10 global beer brand by 2030, having launched Peroni Nastro Azzurro 0.0% in April last year and Stile Capri in March this year.

Grocery Gazette