Birra Peroni has unveiled new packaging for its premium brand Nastro Azzurro and will be backing its launch with its biggest ever promotional spend of £4m. New advertising executions in the Colours series will be rolled out from the end of May. UK export manager Tommaso Alessandri said sales of Nastro Azzurro in the UK had tripled in the last four years to nearly 1.5 million cases, and the proportion sold through the off-trade had increased from 10% to nearly 40% in the same period, with particular progress in the major multiples. Alessandri said the company's link with Safeway's Italian promotion last year had been extremely successful and Peroni would be looking to carry out more work in the off-trade later in the year. {{DRINKS }}

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