Peroni switches to new ‘stubby’ can

Peroni is switching its 330ml cans from a slimline design to a ‘stubby’ can format.

The transition aims to recruit younger and more affluent adult shoppers into the growing can segment, said the brand.

It will first be available in a new easy-opening 10-pack designed for convenience fridge storage.

Moreover, the brand has refreshed its main logo to drive standout while maintaining its premium details, the brand said.

The brand’s outer packaging has also been redesigned. The new look sees it’s key asset - the blue ribbon - sweep across each sides of multipacks, designed to create an ‘endless ribbon’ when packs are together on shelf.

“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,” said Rob Hobart, marketing director at Asahi UK.