Peroni is attempting to create an upmarket beer can by launching a new slimline version aimed at young people on the go.
The launch of the fully-recyclable aluminium 330ml cans will take place in Tesco supermarkets from April, before going on sale at other retailers, according to The Grocer.
The brand, owned along with Grolsch and Estrella by Japanese beer giant Asahi, is attempting to win space in the “highly competitive drinks chillers” sector, the magazine said.
Jo Spencer, brand marketing director at Asahi UK, said the brand “had the credibility to behave differently and command a premium in the category”.
The new cans would appeal to ready-to-drink consumers and cider drinkers, she said, as well as “a younger cohort of beer drinkers looking for a convenient on-the-go option”.
The launch of an ‘upmarket’ beer in a can follows other alcohols which have taken on so-called premium incarnations of themselves, with consumers able to buy canned gin and tonic and wine.
Last year, Peroni added £13.2 million to its value, hitting £138.4 million and overtaking Kronenbourg to become the UK’s sixth biggest lager brand, according to Nielsen.
The lager made its debut in the low and alcohol-free sector earlier this year, with the zero per cent Peroni Libera, and it also sells a gluten-free version of the beer.