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The brand that brought style to the world of beer more than 50 years ago, has announced its most significant global brand renovation since 2005.


Super-premium Italian beer brand Peroni Nastro Azzurro became the epitome of style when it launched in the UK more than a decade ago and it has since gone on to become one of the UK’s most reputable premium beers.


Its iconic bottle and glassware led the way in the industry, injecting Italian style and craftsmanship into the UK landscape.  Today, the company has announced a brand-renovation that will see a new logo, modern-day bottle design and glassware - re-affirming the brand’s position as a global Italian style icon.


With style at its heart, Peroni Nastro Azzurro’s new bottle and glassware is a beautiful, sleek and stylish new design which 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 an engraved signature of Giovanni Peroni, one of the founding fathers of Peroni; creating differentiation in the category and reinforcing the premium status of the brand. 


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. Each change softly reflects 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, specifically styled to deliver the best drinking experience and a perfect appreciation for the beer.  With a tall, elegant and waisted profile, the glassware will take on a new modern hexagonal base with an engraved signature of Giovanni Peroni in keeping with the new bottle design and reinforcing Peroni Nastro Azzurro’s premium Italian craftsmanship and passion.      


Daniel Grass, Global Brand Director, 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.”  


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.