The fastest-growing European import in the U.S. beer business, Peroni Nastro Azzurro is introducing a modernized bottle design that features a new logo, updated glassware, redesigned secondary packaging and the brand’s first- ever national TV campaign
The bottle, transformed into an elegant shape with sophisticated curves, features a new version of the Birra Peroni crest that includes a Roma callout spotlighting the brand’s roots, and a color palette designed to reflect the warmth of Rome. The signature blue ribbon will take on a new shape, and an engraved signature of one of the founding fathers, Giovanni Peroni, will be featured on both the bottle and the glassware, adding to the premium feel.
The new bottle and packaging will begin rolling out in February and new glassware will be available in bars and restaurants by April.
The brand’s new marketing campaign, “Birra Beautifully,” retains the aspirational and sophisticated feel Peroni has become known for and encourages consumers to find beauty in everything they do. Many elements of the campaign, such as out-of-home, print, digital, social and a 15-second product-focused TV ad, started in late January. Additional “Birra Beautifully” TV commercials will debut in late March.
“This rebrand signifies an exciting time for Peroni Nastro Azzurro, as we continue to grow in the United States,” said Paul Verdu, vice president of sales and marketing for Tenth and Blake Beer Co., which distributes and markets Peroni in the U.S.
“Our brand has an enormous amount of history and our bottle is a timeless icon. We wanted to ensure we evolved it in to the future without forgetting our past. We hope the new campaign and striking redesign will continue to set us apart and showcase our timeless Italian heritage and style in a modern, approachable way. “