Birra Peroni hires Focus for Nastro Azzurro contract

Top Italian beer firm Birra Peroni UK has hired Focus PR to promote its largest UK brand Nastro Azzurro.

Top Italian beer firm Birra Peroni UK has hired Focus PR to promote

its largest UK brand Nastro Azzurro.



The consumer and trade account carries fees of pounds 50,000 and was

awarded last week following a competitive pitch.



Westbury Communications ran a project for Peroni last year and then PR

was taken in-house.



Focus has been tasked with helping to promote the beer, which is sold

primarily through Italian restaurants, to a wider audience in style bars

and restaurants. Focus will also help to develop Peroni’s off-trade

business.



Peroni’s share of the total UK lager market is 1.2 per cent, and its

off-trade business is worth pounds 2.5 million. The total market in

off-trade is estimated to be worth pounds 1.6 billion.



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