Peroni Nastro Azzurro is to undergo a revamp in the UK. The Italian lager begins the re-launch today (15 March) with the opening of Emporio Peroni, a boutique on Sloane Street in London.

"The shop will be so exclusive that no-one will be able to shop there - window shopping only will be permitted," a statement said.

The opening of the store is part of a global strategy to announce the re-launch of Peroni Nastro Azzurro. Birra Peroni has made over its Italian blonde, Nastro Azzurro with a new look including a longer neck and new label. The actual beer at 5.1% abv, will remain unchanged.

"Peroni Nastro Azzurro's commitment to producing a genuine product which is Italian in essence and of the utmost quality will also be reflected by the shops carefully chosen proximity to other stylish Italian brands," said Dario Paesano, export manager for Birra Peroni (UK). "This also highlights that Peroni Nastro Azzurro is not simply a beer brand but Italian style applied to beer."

Italian celebrities will join their UK counterparts at a party in Harvey Nichols after the opening later today. The launch of the new store will be supported by the release of a cinema advert for the brand.

Birra Peroni is majority-controlled by SABMiller.