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In a move to revamp its appeal and attract a newer demographic, Peroni Nastro Azzurro, one of the UK's most beloved premium lager brands, has introduced a significant change in its packaging by transitioning its 330ml cans from the traditional slimline design to a more compact and trendy 'stubby' format. This shift not only aims to enhance visibility on store shelves but also to align with the evolving preferences of younger and more affluent consumers, who are increasingly drawn to premium canned beverages.
Cans have become significantly popular in the lager market, with their share reaching almost 64% in recent years, up from 59.5% in 2022[2]. This trend is particularly pronounced in the premium segment, where can sales grew by 10.6% compared to the previous year, almost doubling the growth rate in mainstream lager[1][2]. The number of shoppers purchasing premium lager in cans has also seen a noteworthy increase, rising from 8.3% in earlier years to 11.5% as of September 2024[2].
The decision to adopt the 'stubby' design reflects changing consumer perceptions and preferences associated with premium lager. Historically, cans were linked to economy lagers, but they are now gaining traction in the premium segment. Rob Hobart, Marketing Director at Asahi UK, notes that for brands like Peroni Nastro Azzurro, there's a clear shift towards a more affluent and younger demographic for cans[1][2].
Key Features of the New Packaging:
The redesign of the outer packaging is a strategic move to enhance the brand's premium image. The new design, developed by Bristol-based agency Outlaw, emphasizes the iconic blue ribbon and refreshes the main logo to deliver a more impactful and premium feel. In market tests, the new design concepts resulted in significant increases in consumer perception, with a 19% rise in those agreeing that Peroni Nastro Azzurro is a premium beer and a 12% increase in those who believe it is worth paying more for[1].
The new 10-pack multipack will be available through major retailers and wholesalers, including Majestic and Parfetts[1][2]. This strategic distribution aims to capitalize on the growing demand for premium canned beverages, particularly among younger and more affluent consumers. The success of Peroni Nastro Azzurro's previous launch, such as the 4x440ml format in 2023, which became one of the top-selling premium lager multipacks, underscores the brand's commitment to innovative packaging solutions[1][2].
The premium lager market continues to evolve, with trends showing a clear preference for cans among younger demographics. This preference is driven by factors such as portability, sustainability, and the desire for premium quality in more formats. Brands like Peroni Nastro Azzurro are at the forefront of this trend, leveraging packaging changes to engage with a new wave of consumers.
Peroni Nastro Azzurro's transition to 'stubby' cans for its 330ml format marks a significant moment in the premium lager market. By embracing changing consumer preferences and focusing on a more premium and modern packaging experience, the brand aims to further solidify its position as a leader in the UK's premium beverage sector. As the demand for canned lagers continues to grow, Peroni Nastro Azzurro is well-positioned to capitalize on this trend, drawing in a new generation of consumers with its innovative approach to packaging and branding.
