Peroni launches smaller bottle to target ‘pre-dinner’ occasions

SABMIller is launching a smaller-than-average bottle for its flagship Peroni brand to target drinkers before they head out for the evening.

Peroni hopes the new bottle will appeal to those wary about drinking before heading out for the evening.

The 25cl bottle is aimed at the “pre-dinner drinks occasion” according to the brewer, which is showcasing the design at its House of Peroni experiential hub this month. It resembles the shape of a Perrier sparkling water glass bottle and has been dubbed “piccola”, Italian for small.

Drinkers can buy the bottle exclusively on Ocado this month before it is rolled out to other retailers from June. The sight of the bottle behind bars and on supermarket shelves will be new to many drinkers, as brewers have tended to sell the smaller size in countries where beer is not as popular, such as France.

The innovation originates from SABMiller’s UK subsidiary Miller Brands and is the latest attempt to freshen up the drinking experience. It has already set up an unpasteurised Pilsner Urquell, served straight from the brewing tanks, in two London pubs: the White Horse in Parsons Green, and The Strongroom Bar & Kitchen in Shoreditch.

The innovations helped its brands outperform the overall UK beer market for the 12 months to March 2014, according to the brewer. Miller Brands volumes climbed 5 per cent more than the overall market, this was were relatively flat in comparison to the prior year, dipping by less than 1 per cent.

Total revenue for the business fell 1 per cent to $26.72bn in the period as the brewer stepped up efforts to kickstart slow growth in its mature markets. SABMiller, which generates most of its revenue from emerging regions such as Africa and Latin America, is switching to a global marketing approach in the hope of shaving costs through more scaleable initiatives. Much of the upcoming work will be centered on beers capable of pulling wine and spirit drinkers into the category, packaging innovations and targeted digital promotions.

Alan Clark, chief executive of SABMiller, says: “We continue to deliver operational cost efficiencies including the completion of the business capability programme and have identified further areas where efficiencies can be targeted.

“As we look ahead, we will continue to innovate and rejuvenate our products, build on our position in growth markets, and increase the efficiency of our operations. With this approach I believe we are well placed to continue to deliver strong returns to shareholders.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here