The UK beer market is mature, highly competitive and heavily regulated. Resulting in long-term category decline in volume and value. One brand has defied this trend and seen significant and sustained growth over the last seven years. Peroni Nastro Azzuro (PNA) achieved this through appealing to their consumers' fascination with the craftsmanship, design and excellence associated with Italian Style.

Research had started to show that an association with style alone was no longer enough to accelerate the brand. Our audience needed more substance. To address this challenge, we set about a unique endeavour. We brought together a new wave of creative artists defining modern Italy to collaborate with PNA to create authentic stories and experiences of Italian style. Talent we wanted the UK media to write about and our consumers to engage with. We gave these creative artists a home - The House of Peroni.

We built a physical space in Central London where journalists and consumers would be wowed by Italian Food, Fashion and Film and enjoy master classes to create their own Italian style inspired stories and experiences. We created a new digital magazine – thehouseofperoni.com with interviews, commissioned films and features posted 365 days of the year!

The House of Peroni delivered against the business and brand objectives:

Price - Maintaining and growing the premium

Brand Awareness - The highest ever

Brand Equity – positive impact on ‘worth paying more for’ and ‘is a stylish product’

PR/Editorial - £6m in value in the first 9 months.

1. Talent – ongoing identification of creative artists who appeal to UK media and consumers and want to collaborate with PNA.

2. The Physical House – Turning a central London Townhouse into an immersive experience for media, customers and consumers. Adopting the behavior of style brands, we created a Spring/Summer and Autumn/Winter celebration of Italian style for one month in July and November.

3. The Digital House – thehouseofperoni.com. Launched in June, a 365 day a year magazine style website with interviews, commissioned films and features posted every day.

4. Social Media – previewing, revealing and reviewing new talent, events and content. Twitter Q&A’s were also set up with talent from The House to engage with trendsetters live along with live coverage of events in both London and Italy.

The task was to establish PNA as an essential source of inspiration, elevating the brand above the world beer category, by reaffirming PNA’s authentically Italian credentials.

The House of Peroni delivered against the business and brand objectives with over 9000 visitors to the 2 residencies in 2013. This culminated in:

PR/Editorial - £6m in media value, in the first nine months.

Output/Awareness: 22% vs 10% target for The House of Peroni

511 pieces of editorial coverage, value £6m

The on and off trade: 584 Peroni customers engaged with the brand in the Physical Residencies

Business Impact: +6% value and +4% volume versus previous year

Brand Metrics: +7.5% Most Stylish versus previous year

+5% Worth paying more for versus previous year

+2% Brand I admire versus previous year

For consumers:

•160,000 trendsetter guests

•3 hours of engagement time per visit

•50 master classes

•49 Films

•50 artworks commissioned

•150 Interviews and Twitter Q&As

•1 Peroni Nastro Azzurro Scent

•22 Italian dishes reinvented by Michelin-stared chefs

•11 Peroni infused cocktails

•4 Film Feasts featuring 8 courses paired with The House Premier of Sorrentino's Oscar winning film, The Great Beauty (La grande bellezza)

•1 biannual magazine published

•1 piece of content publishing daily on thehouseofperoni.com