Lager brand Peroni Nastro Azzurro is aiming to recruit younger and more affluent adult shoppers into the growing can segment by changing the shape of its cans, launching a new 10-pack multipack, and rolling out a new look.
Following feedback, the brand will move its 330ml cans from a slimline format to a "stubby" can, reflecting changing shopper perceptions and preferences associated with premium lager.
The cans will first be available in a new easy-opening 10-pack – designed for fridge storage – which is planned to launch across major multiple retailers, as well as Majestic and Parfetts.
“Historically, cans have been associated with the economy lager segment, but the format is becoming increasingly important to premium lager," said Rob Hobart, Marketing Director at Asahi UK. "For most premium brands such as Peroni Nastro Azzurro there is now a trend towards a more affluent and younger shopper demographic for cans.”
Cans have been growing their share of lager in recent years, reaching a value share of almost 64% in the latest year, up from 59.5% in 2022.
Can sales within premium lager grew in the past year by +10.6 per cent vs 2023, almost double the growth rate in mainstream lager at +5.6 per cent. The number of shoppers purchasing premium lager in can format has also been increasing year after year, with penetration rising from 8.3 per cent in 2021 to 11.5 per cent as of September 2024.
The new 10-pack follows the brand’s 4x440ml can launch in 2023. Last year, Peroni Nastro Azzurro 4x440ml was the fastest-growing premium can SKU within convenience and has added the most value sales to this pack-size out of any premium can brand.
Peroni Nastro Azzurro is also benefiting from a new redesign for its outer packaging, rolling out across the wider range. The new design sees the brand’s key asset – the blue ribbon – sweep across each side of multipacks, designed in a way to create an ‘endless ribbon’ when packs are together on shelf.
The main logo – the Amaretti – has been refreshed to drive standout, but without losing any premium detailing.
The new design was developed by Bristol-based agency Outlaw, which tested two concepts in market before combining the learnings from both for the final version. In tests, the concepts saw the percentage of people who agreed that Peroni Nastro Azzurro "is a premium beer" increase by +19 per cent and those who agreed it is "worth paying more for’" increase by +12 per cent.
