LONDON — The Asahi Group has selected The Academy as its new UK consumer PR agency for the Peroni Nastro Azzurro premium beer brand.

Asahi Group has brought in the agency as part of a move to consolidate all its consumer PR activity with one agency; The Academy already works with Asahi Super Dry and is rolling out campaigns to support the launch of its new 0.0% product, along with activations around the brand’s sponsorship of the Rugby World Cup.

The Peroni account was previously handled by Splendid, which won the work in 2001.

Peroni Nastro Azzurro's brief is focused on attracting a new generation of consumers and beer drinkers to the brand. Asahi UK global brands director Jonathan Norman said: “The Academy impressed us through their work on Asahi Super Dry so we’ve enlisted their experience and creativity for Peroni Nastro Azzurro. They understand the audience we are trying to reach and will be the perfect partner to help us bring the PR vision to life.”

Mitch Kaye, CEO and co-founder of The Academy, added: “This is a really big moment for us. Peroni Nastro Azzurro is a brand with an incredible history, and we can’t wait to get started and make the most of the opportunity we’ve been handed.”

Kaye said the win came after “a record year” for The Academy, which grew 22% in 2022 to more than £6 million. The agency’s client roster also includes Amazon, Morrisons, Disney, Southern Comfort, Decathlon and Heathrow airport.