Peroni Makeover

Asahi hoped the tapered-waist bottle with revamped logo would “evoke classic Italian style”

Asahi UK is giving its posh lager Peroni Nastro Azzurro its first makeover since 2005.

A 330ml tapered-waist bottle with a revamped logo would “evoke classic Italian style” Asahi said. It is set to roll out at the end of the year, with 620ml and 660ml bottles to follow in early 2019.

The new bottle is adorned with an engraving of brand founder Giovanni Peroni’s signature. A ‘Birra Peroni Barrel’ stamp on the neck “makes a nod to the provenance of the liquid, which continues to be brewed in Italy”.

It was “incredibly important to evolve” the lager brand, said Peroni global brand director Daniel Grass. “Our bottle and glass are one of the strongest drivers of brand equity, so we carried out extensive consumer research, both in the UK and Italy, to determine our final designs.”

The change comes as sales of Peroni have skyrocketed over the past 12 months, boosted by Brits’ increasing love of posher lagers.

The brand has increased its value by 10.4% (£12.6m) to £134.5m on volume sales up 8.6%, netting it 20th place in The Grocer’s 2018 Britain’s Biggest Alcohol Brands report [Nielsen 52 w/e 21 April 2018].