Loretta Lee, marketing director of Asahi Beer Asia Photo: Courtesy of Asahi Beer Asia

As a new beer brand entering Chinese market, Peroni Nastro Azzurro has positioned itself with Chinese consumers as - "less but better," according to Loretta Lee, marketing director of Asahi Beer Asia.

Consumers in China are looking for not just the quantity but the quality, and this is exactly what Peroni Nastro Azzurro can provide as an imported brand with high quality, Lee said.

Peroni originated from Italy, and is promoted by Asahi as one of high-end brands in the Chinese market. In Lee's eyes, regarding Italy, Chinese consumers have many cultural associations such as passion, style and craftsmanship. The company hopes to bring this familiarity to more consumers, allowing them to enjoy life.

Despite the pandemic, the company is still confident in the Chinese market and its classical store - House of Peroni officially opened in August on the iconic Bund in Shanghai, following similar venues in Rome and Dubai. Lee said the iconic Bund is full of passion that embodies the spirit and passion that Peroni brings to consumers.