- Club Peroni presents innovative way to reward premium beer drinkers
- Thousands of prizes such as tickets, money-off coupons, free drinks, merchandise and experiences will be available this year
London, UK – 14th April 2025 – Peroni Nastro Azzurro, the UK’s most loved lager brand,[1] in collaboration with marketing partner agency Savvy Marketing, has launched Club Peroni, a new always-on rewards programme.
Club Peroni enables consumers to collect points by buying Peroni Nastro Azzurro in both the on and off trade. These points can then be exchanged in the ‘Reward Shop’ section of the website for a variety of prizes, including a chance to win event tickets or receive money-off coupons, free drinks, merchandise and experiences.
Peroni Nastro Azzurro is tapping into clear consumer demand with the launch of Club Peroni—a new loyalty programme tailored to reward and engage its discerning audience. With 88%[2] of Peroni drinkers stating they’d join a loyalty scheme from their favourite drinks brands, the appetite is already there.
Retailers and outlets will also benefit from integration opportunities with Club Peroni, unlocking tailored promotions like money-off offers, alongside access to valuable, data-driven insights.
Rob Hobart, Marketing Director at Asahi UK, said: “Club Peroni has been carefully designed to enhance retailers’ existing loyalty programmes. The scheme works behind the scenes without adding extra steps for consumers or our trade partners. It complements existing loyalty programmes by driving more engaged shoppers to stores, handing off seamlessly to their systems, and increasing sales opportunities.”
Taj Sur, Business Director at Savvy Marketing, said: “Today’s consumers expect more personalised, one-to-one communication and always-on rewards programmes are one of the most effective ways brands can deliver on that. It’s been a great opportunity to collaborate with the teams at Asahi UK to create a programme that truly connects with the Peroni Nastro Azzuro audience and builds lasting brand love.”
[1] Savanta Brandvue Most Loved Brands Survey 2024
[2] Source: Savvy Shopper Panel, June 2024.
