Peroni has partnered with luxury travel provider Secret Escapes and luggage brand Antler for an on-pack promotion worth £4m.
Live until 30 September, hundreds of holiday-related prizes are up for grabs, including five Secret Escapes holidays to Capri, Rome, Sardinia, Tuscany and Venice.
More than 600 travel accessories including suitcases, luggage straps and tags from Antler are also available to win.
Additionally, consumers will 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 promo packs and enter their details.
The on-pack promo will be promoted with social media, advertising, PR and influencer activity and is live on all Peroni packs and PoS.
The off-trade would be supported with a suite of new PoS, including free-standing display units and on-shelf PoS., said the Asahi-owned brand.
Peroni cases will be redesigned to resemble luggage crates, it added.
“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,” said Rob Hobart, marketing director at Asahi UK.
“There’s never been a better summer to stock up on Peroni Nastro Azzurro 0.0% and drive your no & low sales and profits.”
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