In 2010, SABMiller faced a critical challenge with Peroni. While the brand was well known for its Italian heritage, growth was slowing and the positioning was no longer resonating with a younger, more contemporary audience. The task was not simply to refresh communications, but to redefine how the brand lived in culture.
We led the creation of a new brand platform, House of Peroni, inspired by the structure and influence of Italian fashion houses. Rather than a single campaign, the platform was designed as a continuous flow of experiences, collaborations, and stories that could evolve over time. The ambition was to make Peroni feel more premium, culturally relevant, and desirable, while earning a clear price premium at the bar.
At its core, House of Peroni became a partnership between the brand and leading voices from Italian culture, spanning fashion, film, art, food, and drink. Each residency and collaboration brought a new expression of the brand to life, allowing audiences to engage with Peroni not as a product, but as a cultural host.
By shifting from sponsorship to curation, the platform created meaningful reasons for people to spend time with the brand. Guests immersed themselves in the experience, spending hours within the residencies and forming deeper associations with Peroni’s values of style, craft, and modern Italian culture.
The impact was transformational. House of Peroni helped reposition the brand as the leading premium lager in the UK by value, achieving the strongest price premium in the category and setting a new benchmark for experiential brand building. House of Peroni demonstrated how brands can move beyond campaigns to create cultural platforms that generate long-term relevance, commercial value, and genuine audience loyalty.
Platform impact highlights
• 66,000 visitors across residencies with an average dwell time of three hours
• Brand awareness among trendsetters reaching 24 percent, the highest result for any Peroni activation in Europe
• 5 Billion social impressions
• 970,000 website visits
• 1,500 media articles generating £14 million in PR value
• £250,000 in direct revenue generated at the houses
• Brand awareness among trendsetters reaching 24 percent, the highest result for any Peroni activation in Europe
• 5 Billion social impressions
• 970,000 website visits
• 1,500 media articles generating £14 million in PR value
• £250,000 in direct revenue generated at the houses
