Peroni Nastro Azzurro has unveiled ‘Only Peroni’, a new global brand platform now live in the UK, with a multi-channel plan aimed at driving value across the on- and off-trade.
Live activity focuses on digital channels including broadcaster video on demand, YouTube, Instagram and TikTok, supported by influencer partnerships. A national out-of-home campaign goes live from the end of April, extending the push beyond digital.
In wholesale, a new 10x440ml multipack will launch, with Bestway depots receiving front-of-outlet displays and social media support.
In retail, more than 2,000 activations will run from late spring, including beer, wine and spirits aisle takeovers, digital signage and gondola ends.
Across summer 2026, Peroni Nastro Azzurro will take ‘Only Peroni’ to flagship partnerships including Royal Ascot (17-20 June) and BST Hyde Park Festival (26 June-12 July), with exclusive experiences available via the Club Peroni app.
Meanwhile, in the on-trade, the brand will support outlets at the start of the summer season with elevated experiences and sampling of more than 10,000 complimentary pints across the UK and Ireland. Visibility will be boosted through Peroni-branded merchandise and point-of-sale materials such as coasters, signs, font hangers and staff lanyards. Exclusive beer garden kits will also be available.
