Peroni, which is distributed by Asahi in the UK, was launched more than 50 years ago and remains one of the top-selling premium lagers in the on-trade.
Its redesign covers glassware, bottle and fonts and has been carried out with a nod to the brand’s Italian style and heritage.
“With style at its heart, Peroni Nastro Azzurro’s new bottle and glassware is a beautiful, sleek and stylish new design that takes inspiration from the brand’s rich history, reintroducing iconic elements,” a statement from the brewery said.
“The innovation will see the bottle transform into an elegant shape with sophisticated curves and an engraved signature of Giovanni Peroni, one of the founding fathers of Peroni; creating differentiation in the category and reinforcing the premium status of the brand.”
The new soft hexagonal glassware will roll out into the on-trade towards the end of this year, along with the revamped bottles.
Newly designed 330ml bottles of the lager will roll out at the end of this year, followed by the 620ml and 660ml bottles in early 2019.
Global brand director for Peroni Nastro Azzurro Daniel Grass said: “When we launched Peroni Nastro Azzurro in the UK 13 years ago, it brought a real category-breaking proposition at the time, however, like any great brand it is incredibly important to evolve."
Don't forget the past
Grass added: “We have a timeless icon with an enormous amount of history and provenance and we wanted to ensure we evolve into the future, without forgetting our past.
“We know that 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.
“We received some outstanding results and, in all cases, the perception of both the new glass and bottle positioned the brand with differentiation, as well as Italian heritage and style.”