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.
The new 10-pack follows the brand’s 4 x 440ml can launch in 2023. Last year, Peroni Nastro Azzurro 4 x 440ml 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.
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.
Peroni is also benefiting from a new redesign for its outer packaging, rolling out across the wider range. The new design sees the brand’s blue ribbon sweep across each side of multipacks, designed in a way to create an ‘endless ribbon’ when packs are together on shelf. Furthermore, the main logo has been refreshed to drive standout, but without losing any premium detailing.
