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
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.