A new look for Peroni

ASAHI UK has unveiled a new look for Peroni Nastro Azzurro in what it claims is the biggest overhaul of the brand in more than a decade.

The overhaul includes a redesigned logo, new branded glassware and a new-look bottle.

The new bottles and glassware will be introduced to the trade later in the year.

Daniel Grass, global brand director of Peroni Nastro Azzurro, 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.

“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.”

Asahi bought the Peroni and Grolsch brands in 2016 following the merger between ABInbev and SABMiller. The beers, which had previously been owned by SABMiller, were among brands sold in order to appease competition authorities.