The “House of Peroni” hub features editorial content by a range of established and emerging Italian creative talent across art, design, fashion, photography, film, music, and cuisine. Features are updated daily with the brewer hoping to London hipsters and urbanites.
The hub, created in partnership with M&C Saatchi, will be supported by a branded area in central London next month where Peroni will host a programme of events. The brand has commissioned contributors from across the creative arts to create work visitors to the house can interact with.
It is part of a year-long programme of activity to mark the beer brand’s 50th anniversary. Earlier this year, Peroni launched a digital pop-up shop to sell a range of men and women’s clothes. The brewer has experimented with content marketing in the past through last year’s branded opera.
SABMiller is hoping the trend towards premium beers in the UK bodes well for its Peroni, Pilsner Urquell and Kozel brands. The company saw World Beer sales – international premium lager brands – rise 17 per cent in the UK last year and is preparing a major push for its Pilsner Urquell brand later this year to capitalise on increasing demand.