March 16th, 2023, Lesley Simeon
Asahi UK has expanded its Peroni Nastro Azzurro lineup with a new variant, “Stile Capri.” Targeted at younger consumers, Peroni’s latest offering has lower alcohol content (4.2%) than the company’s core lager brand, Peroni Nastro Azzurro (5.1%). The new beverage will be available across the UK and Ireland later this month in Sainsbury’s, Asda, Tesco, M&S Food and Waitrose outlets.
But with the UK market for alcohol changing, are UK consumers thirsty for a new beer?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - lager is a favourite amongst 20% of Gen X respondents, followed by cider or Perry (pear cider) (10%) and red wine (10%).
At 18%, Millennials favour lager, followed by cider or Perry (pear cider) (13%). While 14% of Baby Boomers prefer red wine, 13% of them prefer lager (13%) and ale or stout (13%).
Cider or Perry is the top choice amongst 15% of Gen Z consumers in Britain. Prepared/ready to serve cocktails (10%), lager (9%) and red wine (6%) are the other preferred alcoholic beverages for Gen Z.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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