Peroni welcomes ‘the beautiful season’
Peroni welcomes ‘the beautiful season’
Beer brand Peroni has launched a campaign to celebrate the coming of summer.
The idea behind the ad is to reflect the spontaneity and charm of Italy – Peroni’s home nation – during the summer months.
The launch follows Peroni’s recent win of Best International Beer at the 2012 Australian Liquor Industry Awards.
As well as in cinemas, the campaign will run in Harper’s BAZAAR, men’s style, Vogue, GQ and Fairfax’s the(sydney)magazine and the(melbourne)magazine, as well as on billboards.
The ad was created by UK agency The Bank.
Nothing say Italia like five guys from Mo Town – wrong music
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Great beer. Great ad.
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Agreed Jono, nice pics and great track just not together…
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Great ad, crap beer.
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Great visuals, would love to holiday there, but the whole thing looks, feels, sounds disconnected. Won’t work for Australian’s. Looks like a client pleaser ad to me. I like the beer, but now I feel disappointed with the brand
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Borrowed dis-intrest. Should have used an Italian track . . . Or even a dodgy old dean martin track. https://www.youtube.com/watch?v=aS6-b7CONDI
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Why won’t it work for Australians Kev?
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well yes it clashes, doesnt it, because Europeans dont listen to American music..
It would have been much better with a predictable Italiano accordian-based soundtrack…
some candidates for dumb comment of the year here!
an ad for an italian beer does not have to be an ad for Italy
ever considered that maybe the juxtaposition of styles is deliberate?
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Sorry but it stinks juxtaposition or not. A tird on concrete or a tird on grass, it’s still a tird.
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Is that what modern day Italy looks like? I think not. So maybe the music is supposed to reflect the period the pictures are supposed to be set in… It does look more like a perfume commercial than a beer commercial. But maybe that’s what they were going for. Either way, who really gives a toss.
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I ordered a Peroni the other day. It cost me $9. I took a sip and suspected something was up. I read the label and it was brewed here in Australia ! I sent it back and ordered a European beer that was imported and thus actually was a European beer. (They simply taste better.)
Becks and Heineken are also brewing over here in Oz and are too not cutting it verses the imported versions from Europe. Be aware!!
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@ Fake Peroni – If you have had a Peroni or a whole range of “international” beers in the last 5 or so year you havent been drinking international – Asahi, same! What a toss for sending it back…. bars fault? No! did they advertise “internationally brewed beer”? It tastes exactly the same.
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Are they selling Beer? Looked like a Tourism ad for for Italian Shopping Tours. Might sell Beer to discerning Beer Drinking Girls. Small market. Now if you had Peroni branded range of swimmers this ad might work. Other wise you will just inflate Stella and corona sales.
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Tastes the same AK?
Bullshit.
Beer tastes like it does because of where it’s from – primarily the water & ingredients used.
I have imported Asahi on tap in my bar & it tastes a shitload better than the locally brewed stuff.
Come & have one on me if you still disagree mate (but you can’t hide behind your AK-anonymity)
I lived in Amsterdam for awhile & the Heineken there has much more character in it’s taste than the local version. The same can be said for pretty much all the locally brewed fake international brands available here.
cheers!
Adam Hunt
Senior Executive Vice President Beer-Puller-In-Chief,
Mamasan Bondi.
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hey fake Peroni, the reason it tastes different is because its fresh! what australians dont understand is that if you have been drinking imported “European” beer in Oz forthe last 5 or 10 years it has spent a month in a shipping container on the top deck of a cargo ship to get here. its exactly the same recipe and ingredients except with the oz brewed one its as the brewer intended. grab a bottle of parralel import and look at the brown gunk under the cap when you crack it and smell the nose straight away. what you credit as euro beer is actually oxidisation from too much travel/bottle time. sit with any master brewer and they will explain. even better, do it at the brewery.
i didn’t mind the ad.
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Oh come on please! what did you guys want? Santa Lucia? The images are wonderful, they blend in a very interesting way the essence of Italy, the joy of youth, romance and sex, travel and nostalgia. timeless, ageless, beautiful life and ice cold beer.
All this without the brass band of the Carabinieri, without Piero Canzione’s violin and accordion orchestra or the Tutti Frutti icea creama man.
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I truly love a cold Peroni, but this Ad failed to conjure up any desire for me to go grab ANY beer, let alone a Peroni. That’s the problem here – I’m watching the imagery, but I’m not connecting with the brand, or even enticed to have a beer at all.
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PS – Giving the visuals an Instagram/70’s grade and applying a hokey light-leak loop over the top, does not make the piece look hip – just cheap.
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@AK and Dave lo
You my friends are wrong. (You either represent the brands or you are simply misled / your taste buds are shot.)
I am well aware of the brands being brewed over here, (to name a few Heineken, Becks, Asahi, Stella…) and they all fall short compared to the brews in their homelands. The ‘hoppiness’ of these beers brewed here in Oz, doesn’t make the cut. This has been a big discussion in the beer world and as Adam Hunt points out above, a seasoned beer drinker can spot the difference.
The guys at Lion will try to spin (of course they will) they know though that there is a big difference.
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I may be wrong regarding Asahi, Heineken, Becks and Stella, but in the case of Peroni:
Brand Technical Footprint (ingredient type / brewing process) is identical to Italian produced product.
For Australian production “Nostrana del Isola” Maize (proprietary to Birra Peroni) is fully imported from Italy.
Hops used by Peroni Nastro Azzzuro are a combination of: Saaz-Saaz, Tettnang-Tettnang and Willamette
The only thing not imported is the water so, mr Fake Peroni, if you can call that out in a blind taste test, you my friend should get a job as a master brewer!
Hops: Some Background Reading…
Birra Peroni has always taken particular care in choosing the best hop varieties
for its beers. The areas where its hops come from are those known all over the world
for their production of the best quality cultivated hops.
We are referring to German area around Hallertau (a triangle formed between
the towns of Munich, Stuttgart and Nurnberg) and the Czech region of Saaz.
We obtain both bitter and aromatic hops from both these areas.
The cultivated hop (humulus lupulus) is a dioeceous plant belonging to the
Cannabinacee family (Urticales order) that is used almost exclusively for brewing
purposes. A “dioeceous” plant means that the two sexes grow separately on two
different plants, i.e. there is a male and a female plant. For brewing process only female
plants are used.
Hops are cultivated in temperate regions, mainly in Central- Eastern Europe and
the USA.
It is a perennial plant that re-shoots every spring from permanent root stocks.
When the new shoots grow to around 80-100 cm high, they are tied to wire supports
and could grow to 5.5 – 8 meters high.
Between July and August the female flowers form into so-called hop cones, at
the base of whose leafs there is a yellow powder, “lupoline”, which contains the bitter
substances that give the typically bitter taste to the beer.
These bitter substances belong to three different categories:
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Stop it please Dave, you’re messing with my head.
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Dave Lo……I’m not going to mess with that!! Fake Peroni…..epic fail…..
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@ Dave lo.
You have just confirmed the fact that SAB Miller are after profits over caring for the punter. Scale v quality. CUB brew Peroni in Australia and as you have, quite rightly, pointed out the water is different to that used in Italy.
Water, in the brewing process is a key ingredient and this must evidently be what is letting down the locally brewed product then! You said it.
It is a free nation and fortunately we do have imported bottles too, which taste better and these are what I shall be purchasing and I will be asking publicans and hoteliers ahead of ordering, whether they are selling ‘real’ Peroni or fake (to save sending it back.)
$9 for a bottle of home grown crap – not again. Same goes for all the other ‘foreign’ brands brewed here. Blimey they want to turn everything into Fosters. Thank goodness for the micro brewery explosion!
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@ Impressed. Not failing whatsoever? Just pointing out facts.
SAB Miller are failing and ruining some of their brands by allowing CUB to brew them poorly here in Australia. The product is broken and I know many punters who wont buy foreign branded beers brewed here as a result. If it continues Peroni’s brand will be firmly dented (it is already getting pranged). Peroni will slowly be placed into the same bracket as VB and New.
You my friend are an epic troll…….
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