Peroni launches on-trade loyalty scheme

Italian beer brand Peroni Nastro Azzurro has extended its ‘Club Peroni' loyalty scheme to encompass all independent on-trade outlets that sell its 330ml bottles.

Initially launched to reward Italian restaurants, Club Peroni has now been extended in line with its growing base in the on-trade.

For each on-trade case of Peroni Nastro Azzurro, a point or "punto" (Italian for point), is printed on the case. Puntos can be torn off and collected by Peroni stockists. Outlets then send their puntos to a Club Peroni freepost address to be ‘banked' and once enough puntos are collected; outlets can then redeem them for rewards online or through a catalogue detailing all the items available. Rewards range from pint glasses to Sony Playstaions.

Natalie Bell, customer marketing manager for Miller Brands, said; "At Miller Brands we're always looking for ways to bring value back into the beer category and to our customers. Club Peroni is a way to say thank you to loyal Peroni stockists for their commitment to us in building such a great brand."

To join the free Peroni loyalty scheme, customers of Peroni Nastro Azzurro can call 0800 731 1728 or visit www.clubperoni.com to register.

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