Peroni Nastro Azzurro Brings Italian Passion and Flair Back to the Shelf With New Packaging by Outlaw

Peroni Nastro Azzurro was born in Rome in 1963 and exists to elevates life’s moments with passion and flair in true Italian style. The brand has always challenged the conventions of the beer category with a more stylish, better quality offer and has a global ambition to become a top 10 beer brand by 2030, with packaging a key driver for that growth. Last redesigned in 2018, the brand’s secondary packaging was born of the ‘old’ codes of premium and had become recessive on shelf vs. competitors with bolder, more impactful packs and greater product appeal. Even Peroni Nastro Azzurro’s own 0.0% and ‘Stile Capri’ launches had overshadowed its core packaging. With presence across 70 global markets, a better-performing pack design represented a huge commercial opportunity for the brand. The brief