Peroni Finds a Sense of Humor as It Ventures Into Fast-Growing Light Lager Market

The campaign for Stile Capri is part of a major marketing investment in a new product category

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As Peroni Nastro Azzurro unveils its inaugural lighter lager, Stile Capri— its first brand extension since 1963—it is also refreshing its marketing.

Peroni owner Asahi Europe & International is investing $21.3 million (€20 million) into the Stile Capri brand over the next three years. In the first stage of that plan, it has launched a campaign titled “The Taste That Takes You There,” which targets a younger and more informal audience in the 25- to 45-year-old age bracket.

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