Peroni Nastro Azzurro ‘evolves’ with brand renovation

Peroni Nastro Azzurro

Asahi UK-owned Peroni Nastro Azzurro has announced its most significant global brand renovation since 2005, with a new logo, modern bottle design and glassware. The brand is also supporting future style talent by offering career-transforming opportunities.

Launched in the UK more than a decade ago, the super-premium beer brand sought to “inject Italian style and craftsmanship into the UK landscape”.

With style at its heart, Peroni Nastro Azzurro’s new bottle and glassware takes inspiration from the brand’s rich history, re-introducing iconic elements.

The innovation will see the bottle transform into “an elegant shape with sophisticated curves” and features an engraved signature of Giovanni Peroni, one of the founding fathers of Peroni.

Additionally, the Peroni logo has evolved to evoke “a classic iconic style” with references to the brand’s Roman provenance in a new hexagonal label on the bottle, inspired by the centre of the original Birra Peroni Crest.

Subtle changes such as the iconic blue ribbon will take a modern new shape and the appearance of a hand drawn maize icon highlights the high-quality Italian ingredients used.

Each change aims to reflect the brand’s authentic Italian heritage in keeping with its iconic blue, red and white colours.

From the end of 2018, customers will be served in the new glassware. With a tall, waisted profile, the glassware will take on a new modern hexagonal base with an engraved signature of Giovanni Peroni. This is in keeping with the new bottle design and also sets out to reinforce Peroni Nastro Azzurro’s premium Italian craftsmanship and passion.

Global brand director 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.

“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.”

The 330ml Peroni Nastro Azzurro bottle will be the first to rollout at the end of this year, followed by the 620ml and 660ml early 2019. The glassware will start its transition into the trade in the Autumn, completing the roll out into early 2019.

Not only is Peroni Nastro Azzurro rolling out a new logo, bottle design and glassware. The Italian beer brand has also announced that The House of Peroni has evolved to become ‘The Home of Emerging Style Talent’, and this year will take the form of a Fashion Studio.

The platform will support future style talent by providing them with career-transforming opportunities, in an industry that is notoriously hard to break into.

Over the last five years, Peroni Nastro Azzurro has a history of celebrating and showcasing Italian style within the fields of fashion, design and drink through The House of Peroni.

This year marks a new chapter for the beer brand, with it extending its influence in the world of fashion by creating a “unique programme to empower the style talent of tomorrow”.

The House of Peroni will offer exclusive opportunities to help emerging talent fulfil their potential, including invaluable mentorship with established industry figures, a fully equipped state-of-the-art studio space, PR and media exposure, all culminating to a highly coveted presentation of their collections during London Fashion Week in February 2019.

Alex Snowden, marketing manager for Peroni, said: “When the Peroni family created the nation’s first premium beer, it became a symbol of superior Italian craftsmanship.

“Today, Peroni Nastro Azzurro is considered one of the most stylish beers in the industry with quality and craftsmanship still a very core part of its DNA.”

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