Peroni has withdrawn its Nastro Azzurro Stile Capri lager from the UK having failed to “achieve the desired scale” for the line extension.
The Asahi UK-owned brand launched Stile Capri in March 2023, billing the 4.2% abv tipple as a lighter alternative to its flagship Nastro Azzurro lager. It was backed by a £3m investment at launch, and supported by a £17m pan-European campaign that began in summer 2023 and was due to run for three years.
Sold in a clear bottle to emphasise the “golden richness of the liquid”, and promising “a refreshing, summery taste”, Stile Capri was widely seen as a bid by Peroni to compete with AB InBev’s popular Mexican-style lager Corona.
However, despite sales of the sub-brand growing by 5.2% to £7.2m [NIQ 52 w/e 19 April 2025], the supplier has elected to delist Stile Capri to focus on other products in its portfolio.
Stile Capri was launched after Asahi UK saw “an opportunity to recruit younger consumers and drive category value,” a spokeswoman for the brewer said. The launch was backed with “significant investment across the globe”, they added.
However, while the launch had been successful in its aim internationally, it “did not achieve the desired scale in the UK”, the spokeswoman said.
The supplier had therefore “made the difficult decision to phase out Peroni Nastro Azzurro Stile Capri from the UK market to focus on Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0%”.
Stile Capri was last seen in Morrisons on 1 October, having been delisted by Asda and Waitrose earlier this year, Assosia data showed.
“We will continue to review the situation and consider any future opportunities for the product within the market,” the Asahi UK spokeswoman added.
Sales across the wider Peroni brand have grown 1.2% to £224.0m in the past year [NIQ].
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