New Online Content Hub by Peroni Brand Aims to Boost Consumer Engagement

In the wake of increasing demand for premium beer in the UK, owner of the Peroni Nastro Azzurro brand SABMiller is looking to gain market share by highlighting its Italian roots with the launch of a new online hub.

The "House of Peroni" hub was created in partnership with M&C Saatchi. It will feature fresh daily editorial content by a range of established plus up-and-coming Italian creative talent across art, design, fashion, photography, film, music, and cuisine.

To support the new platform, Peroni is set to host a programme of events in central London next month, with contributors from across the creative arts commissioned to create work that people can interact with.

Director of brand marketing at Peroni, Richard Ingram, commented: "Fifty years ago, when Italy was going through a huge cultural and creative revolution, the Peroni Nastro Azzurro brand as we know it was born. The House of Peroni has been created to celebrate that spirit of creativity but focussed on the Italian creative movement of today. We have brought together an incredible line-up of talent from chefs to sculptors, designers and artists to create a digital and physical experience that is open to all."

This marketing activity is part of a year-long programme to mark the Peroni's 50th anniversary.

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