Italian lager brand Peroni Nastro Azzurro is flaunting its fashion credentials with a stunt in London’s Sloane Street.
The brand is this week opening a minimalist boutique,
Emporio Peroni, which is so exclusive that no-one can shop there. The store is on a month-long lease and contains only a single bottle of the beer on a pedestal, plus a fridge.
The unusual idea is part of owner SABMiller’s global relaunch of the brand.
“We want to challenge people’s perceptions of traditional beer drinking, positioning Peroni Nastro Azzurro as an aspirational brand,” said export manager Dario Paesano.
The brand is this week opening a minimalist boutique,
Emporio Peroni, which is so exclusive that no-one can shop there. The store is on a month-long lease and contains only a single bottle of the beer on a pedestal, plus a fridge.
The unusual idea is part of owner SABMiller’s global relaunch of the brand.
“We want to challenge people’s perceptions of traditional beer drinking, positioning Peroni Nastro Azzurro as an aspirational brand,” said export manager Dario Paesano.
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