Asahi UK is launching a 440ml four-pack of its Peroni Nastro Azzurro lager.

The new format features a top clip cardboard carrier, which is FSC-certified, 100% plastic free and 100% recyclable. It is available to convenience retailers from Booker, One Stop and national cash & carry outlets.

Its launch comes as small-pack premium lager cans are in growth. Premium and super-premium 440ml cans have grown annually by 33% and 32% respectively.

Within premium and super-premium lager, small- and mid-sized can packs were the only formats to grow share of the category in the 12 weeks to 4 March.

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Additionally, most beer shoppers have a clear preference for buying either bottles or cans. One in four shoppers is solely a can buyer, according to Kantar Worldpanel data, giving Peroni Nastro Azzurro a new customer base to target.

Steve Young, sales director at Asahi UK, said: “Retailers should consider extending the space they dedicate to four-pack cans to offer shoppers greater choice as they socialise at home and in the garden this summer. With the brand equity that Peroni Nastro Azzurro carries, this new pack format is also a great solution for al-fresco occasions like barbecues and festivals. Four-pack lager is dominated by mainstream brands in convenience; however, the biggest growth opportunity is in premium+.”

The supplier recommends that convenience retailers dedicate 10% of their chilled beer space to premium+ four-pack cans.

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