Lager brand Peroni Nastro Azzurro is looking to recruit younger and more affluent adult shoppers 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.
Rob Hobart, Marketing Director at Asahi UK, said: “Historically, cans have been associated with the economy lager segment, but the format is becoming increasingly important to premium lager. 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% vs 2023, almost double the growth rate in mainstream lager at 5.6%. The number of shoppers purchasing premium lager in can format has also been increasing year-after-year, with penetration rising from 8.3% in 2021 to 11.5% as of September 2024.
The new 10-pack follows the brand’s 4x440ml can launch in 2023. Since then, Peroni Nastro Azzurro 4x440ml has become the third biggest premium lager 4x440ml SKU in grocery and has added the most value sales to this pack size out of any premium brand.
Peroni Nastro Azzurro has also introduced 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.
