Peroni
Global Trade Engagement Programme
– PAST EXPERIENCE FROM CUBO DRINKS –
Peroni Nastro Azzurro is a truly iconic Italian beer. But they needed to find new ways to engage the on-trade, setting themselves apart from the usual queue of beer brands talking at bartenders about how they make and pour their products.
To deliver on this, we turned to Peroni’s widely-famed Brand Ambassador, Simone Caporale. With both his Italian heritage and many years leading the world’s best bars, he brought an impressive base of expertise that we could draw on.
Through hours of interviews, we were established Peroni’s new trade engagement programme – “Servito Con Stile” – “Served With Style”. This programme makes a unique brand contribution to bartenders by teaching them about the fascinating artistry of Italian hospitality, compared to British, American or French hospitality.
We built the programme around 5 distinctive pillars of Italian hosting, and how bartenders can use them to make their drinkers feel stylish.
From polished sell-in films, to digital training experiences, and slick Brand Ambassador presentations, we created a comprehensive range of tools to engage the on-trade, showing that it’s not just what you serve, it’s how you serve it. Now markets around the world can teach tangible skills to help the trade not only serve the perfect Peroni, but to become the best hosts they could be.
A range of long and short educational videos and presentations were created for in-person training…
The programme incorporated the 5 key steps to Peroni’s Perfect Pour
This ensured that key brand education was central to the programme, but it was presented in a way that is far more interesting than simply talking at bartenders about serving beer for 30 minutes.
We dramatised the strong commercial rationale for following the brand’s guidance
Through internal research and a mystery shopper audit, it was shown that the programme delivers exceptional trade benefits.
Bartenders who are trained to serve with style can be expected to deliver up to 30% higher sales of PNA.
To bring this to life, we created a Trade ‘Selling Story’ video for sales teams to share with venue owners and customers.