• Product: Peroni Nastro Azzurro 10x330ml
• Supplier: Asahi UK
• ABV: 5.1%
• RRP: TBC
• Available from: Parfetts

Peroni Nastro Azzurro is changing the shape of its 330ml cans from a slimline format to a ‘stubby’ design and launching a new 10x330ml multipack.

Following feedback, the change comes as the brand looks to recruit younger and more affluent adult shoppers into the growing can segment.

Cans have been growing their share of lager in recent years, reaching a value share of almost 64% in 2024, up from 59.5% in 2022.

Within premium lager, cans grew by 10.6% compared to 2023, almost double the growth rate in mainstream lager, which was 5.6%. The number of shoppers purchasing premium lager in can format has been increasing, with penetration increasing from 8.3% in 2011 to 11.5% as of September 2024.

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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.”

The new 10-pack will be available from Parfetts. Better Retailing has enquired regarding wider availability and pricing details. It follows the launch of the Peroni Nastro Azzurro 4x440ml format launch in 2023, which was the fastest-growing premium can line within convenience, having added the most value sales to this pack size out of any premium can brand.

Peroni Nastro Azzurro is also getting new packaging for its outers. The brand’s signature blue ribbon will sweep across each side of multipacks, designed to create an endless ribbon when they are side by side on shelf.

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