Peroni is releasing a “lighter lager” product set to target a new gen of drinkers. The premium Italian beer brand has a new kind of bev in the works, one that embodies “informality.” The global marketing manager of the brand wanted a product that would expand on the brand’s target audience, noticing that “especially younger consumers…felt that Peroni could sometimes be a bit formal.” The light lager, Stile Capri, will be the first-ever brand extension from the company and will launch a multitude of ads part of the “The Taste That Takes You There” campaign. The market for light beer is growing substantially and is projected to increase to $340B by 2028, but Peroni faces a challenge to successfully market their new product as we know Gen Z isn’t as into drinking as much as other gens. (The Drum)
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