PERONI NASTRO AZZURO
SABMiller
Italy, 5.1%
There is something unerringly addictive about Peroni’s ‘blue ribbon’ bottled lager, and it is not all to do with the taste. As you stand poised at the bar of a traditional Italian watering hole – because of course there is no better way to sup at ‘Italy’s finest’ – and the first mouthful sparkles on the tongue you might wonder what all the fuss is about, which calls for an immediate examination of the bottle; herein lies the charm. In true Italian nature, everything about a bottle of Peroni, from its requisite royal blue, white and crimson red label brought to life against the green bottle, to its fitted, sleek design like a classic cut suit, is fashionable and instils a sense of opulence in its temporary owner and ‘brings out the Italian in you’. The packaging design, by Brand Union, was themed ‘effortless Italian style’. Peroni even showed their arrogance, I mean nous, for style for a brief time during the 2006 World Cup when classic shots of Italy’s starting 11s from various International tournaments hugged the bottles – arguably the most retro wallpaper on a bottled beer ever. The bottle is so good, you’d be crazy to order a pint of the stuff, even if it probably does taste better from draught. Who would have thought drinking a certain type of beer would be a statement of style? And its style has brought success – Nastro Azzurro was the UK’s fastest growing beer brand in 2007. Interestingly, the Italians themselves prefer Peroni Red, a 4.7% ABV bestseller in its home country. JW
