All Things Beer

Peroni Nastro Azzurro is Embarking on Significant Renovation for 2019

Peroni Nastro Azzurro, the premium Italian lager that has been bringing style to the world of beer for over 50 years and is the fastest-growing European import in the U.S. beer business, is embarking on its most significant global renovation in more than a decade.

Inclusive of a modernized bottle design that features a new logo, updated glassware, redesigned secondary packaging and the brand’s first-ever national TV campaign, the refresh reinforces Peroni’s position as a global Italian style icon.


Since arriving stateside in 2005, Peroni’s classic Italian style and craftsmanship has won over tastemakers and trendsetters looking for a fresh, clean beer that compliments their style. The refreshed bottle and glassware each feature sleek and stylish design that draws inspiration from Peroni’s rich history and updates its iconic elements. The new bottle and packaging will begin rolling out in February and the new glassware will be available in bars and restaurants by April.

Alongside the updated design, 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 Company, 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. ”


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.

For more information, please visit www.peroniitaly.com or @PeroniUSA on Twitter and a Instagram.

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