Peroni Nastro Azzurro has announced its plans to attract more young adult consumers with a newly designed can format.

In response to customer feedback, Peroni is introducing 330ml ‘stubby’ cans to align with shifting consumer preferences in the premium lager market.

These new cans will be available in a 10-pack, specifically designed for convenient fridge storage, and will be launched across various retailers and wholesalers, including Parfetts and Majestic.

This latest release follows Peroni’s previous entry into canned formats with a four-pack of 440ml slimline cans in 2023. That launch proved highly successful, with the four-pack becoming the fastest-growing premium canned product in the convenience sector in terms of value sales over the 52 weeks leading up to January 11, according to Nielsen data.

Additionally, Peroni is refreshing the packaging design across its multipack range. The updated look will incorporate the brand’s signature ‘blue ribbon’ across all sides of the packaging, with distinct color variations to differentiate its products: red for Peroni Gluten-Free, solid blue for the classic Peroni, and silver for Peroni 0.0% alcohol-free.

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