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Peroni hopes to reach 87% of UK beer drinkers between September and November

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If you go down to Piccadilly Circus today (20 September), you will encounter a giant bottle of Peroni, its condensation dripping under the beating Amalfi sun. Of the 28.8 million passers-by, close to the tantalising 3D billboard, there is a conveniently placed local Nastro Azzurro pub for beer drinkers to quench their thirst. After a long lockdown and limited travel, Peroni is bringing the beer and a bit of Italy directly to you.

For many, alcohol has been their saviour in the past 18 months. A welcome tonic, it helped soothe the emotional stress of lockdown after lockdown. Even so, with people unable to seek refuge in their usual bars, pubs and clubs, alcohol brands bore the brunt.

Not invulnerable to this bad hangover, Peroni and its parent brand Asahi reported slumped sales as a result. One of Italy's most iconic exports, Peroni's artistic direction has always had a strong focus on the sea and sailing world. Now, Peroni’s post-pandemic "Live every moment" push is putting the wind back into its sails (and sales).

“It’s a brand that has historically changed the larger landscape over the past 15 years. We’re at a point where we need to accelerate that growth,” explains Jonathan Norman, global brands director, Asahi UK. “We want to grow that position, which........

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