Ambition to recruit more young adult shoppers
LAGER brand Peroni Nastro Azzurro has outlined its ambition to recruit more young adult shoppers to the brand with its new can format.
Following on from consumer feedback, Peroni is now set to roll out new 330ml ‘stubby’ cans to reflect a change in consumer perceptions and preferences when it comes to the premium lager category.
The new cans will be available as part of a 10-pack – which has been designed especially for storing in a fridge – and is planned to launch across multiple retailers as well as wholesalers including Parfetts and Majestic.
The new 10-pack follows on from the brand’s initial launch into the canned format when it rolled out a four pack of 440ml slimline cans in 2023. This four-pack went on to become the fastest-growing premium can SKU within the convenience channel in value sales during the 52 weeks to 11 Janaury, according to Nielsen data.
Along with this, the whole Peroni multipack range will benefit from a new redesign across its outer packaging which will see the brand’s key asset of ‘the blue ribbon’ design sweep across each side of the multipacks with different colours to help differentiate between Peroni variant. This will see a red flair for Peroni Gluten-Free, solid blue for standard Peroni and a silver streak for Peroni 0.0% alcohol-free.
Rob Hobart, marketing director at parent firm 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.”
