The beer brand has responded to feedback by switching from a more slimline design to shorter and wider cans, which will be first made available in the 10-pack format via major supermarket retailers and wholesalers including Majestic and Parfetts.
The switch is also part of a wider bid to recruit “younger and more affluent” adult shoppers, with the preference for stubby cans reflecting changing shopper perceptions and preferences associated with premium lager.
Peroni has also redesigned its outer packaging which will be rolled out across the brand’s wider range shortly.
The new design sees the brand’s blue ribbon sweep across each side of multipacks, designed in a way that creates an ‘endless ribbon’ when the packs are seen together on the supermarket shelf. The main logo – the Amaretti – has also been refreshed to make it standout more.
The Peroni brand in the UK is part of the wider Asahi UK portfolio, which is a subsidiary of Asahi Europe & International.
Commenting on the new stubby cans and the wider redesign, Asahi UK marketing director Rob Hobart 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.”
According to NIQ, cans have grown their share of lager in recent years, reaching a value share of almost 64% in 2023. Meanwhile, can sales within premium lager grew in the past year by 10.6% compared with 2023, almost double the growth rate in mainstream lager.
In related news, Radnor Splash has revealed a new range of Price-Marked Packs in an effort to expand its presence in the convenience sector. The Radnor Hills owned brand made the move in response to the continued cost-of-living pressures that many consumers are facing.
