Peroni Nastro Azzurro has partnered with luxury travel provider Secret Escapes and premium luggage brand Antler for an on-pack giveaway worth £4m.

The promotion, which runs until 30 September, will roll out on all Peroni Nastro Azzurro SKUs, including Peroni Nastro Azzurro, Peroni Nastro Azzurro Stile Capri, Peroni Nastro Azzurro Gluten Free and Peroni Nastro Azzurro 0.0%.

On-pack promo part of Asahi’s Women’s Rugby World Cup partnership

Hundreds of holiday-related prizes are up for grabs, including five luxury Secret Escapes holidays to Capri, Rome, Sardinia, Tuscany and Venice. In addition, more than 600 premium travel accessories from Antler are available to win. Consumers will also receive £50 or €50 off hotel bookings through Secret Escapes with every purchase across the Peroni Nastro Azzurro range.

To enter the competition, shoppers must scan QR codes on promotional packs and enter their details at Peroni Competitions: www.peronicompetitions.com/summer

The campaign will be promoted with social media, advertising media, PR and influencer activity and is live on all Peroni Nastro Azzurro packs and PoS. Retailers can also avail a suite of new PoS, including free-standing display units and on-shelf PoS.

Rob Hobart, marketing director at Asahi UK, said: “With 62% of shoppers stating they would be encouraged to choose Peroni Nastro Azzurro if they were offered a gift with purchase or competition, this is a great opportunity for our partners to drive sales.”

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