Peroni is switching its 330ml cans from a slimline design to a ‘stubby’ can format.
The transition would seek to recruit younger and more affluent adult shoppers into the growing can segment, the Asahi-owned brand said.
The new cans will first be available in a new easy-opening 10-pack designed for convenient fridge storage.
Alongside the new cans, Peroni’s logo had also undergone a refresh “to drive standout” while retaining a premium feel, the brand said.
Its outer packaging has also been redesigned. The new look sees it’s key asset – the blue ribbon – sweep across each side of multipacks.
This was designed to create an “endless ribbon” when packs were stacked side-by-side on shelf, Peroni said.
“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.”
Peroni sales climbed 1.1% to £190.0m last year, according to data compiled for The Grocer’s annual Top Products survey. Volumes, however, slid by 3%.
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