Asahi took over Peroni in 2016 after it moved from SABMiller

Asahi took over Peroni in 2016 after it moved from SABMiller

Asahi has announced a redesign of Peroni Nastro Azzurro, described as the Italian beer brand's biggest revamp since 2005.

The new design is said to take inspiration from the brand's history, with the bottle featuring a more curved outline and an engraved signature of Giovanni Peroni, one of Peroni's founding fathers.

The new logo makes reference to the brand's Roman provenance, while the bottle has a new hexagonal label, inspired by the original Birra Peroni crest.

New branded glassware has a "tall, elegant and waisted" profile, with a new hexagonal base and an engraved signature of Giovanni Peroni.

"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," said Daniel Grass, global brand director at Peroni Nastro Azzurro.

The 33cl Peroni Nastro Azzurro bottle will be the first to feature the new design at the end of 2018, followed by the 62cl and 66cl formats in early 2019.

The new glassware will start to transition into the trade in the autumn, completing its roll-out in early 2019.

Peroni has only been in Asahi's hands since 2016. The Japanese brewer bought it from Anheuser-Busch InBev along with several other European beer brands A-B InBev acquired from its SABMiller takeover.

"At SABMiller, we went through a bit of disbelief and almost denial" - just-drinks meets Hector Gorosabel, Asahi Europe CEO - Part I