Peroni Italian Beer Rolls Out Packaging Redesign

Peroni Nastro Azzurro, the Italian lager that dates back 50+ years, has unveiled its most significant global renovation in more than a decade.

This includes a modernized bottle design with a new logo, updated glassware, redesigned secondary packaging, as well as the brand’s first-ever national TV campaign.

The new bottle and packaging will start rolling out in February, while the new glassware will be available in bars and restaurants by April.


Alongside the updated design, the brand has a new marketing campaign entitled, “Birra Beautifully.” 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.

The bottle, transformed into a 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 company says. 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, meant to add to the premium feel.


Peroni first arrived stateside in 2005.


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