GSC worked as Peroni’s global communications agency for over ten years, creating their global style and advocacy programme and building their reputation among trendsetters and opinion-leading consumers worldwide

Elevating The Brand Into A Revered Global Style Icon

Over their tenureGSC repositioned Peroni Nastro Azzurro from a domestic pizzeria brand into the world’s most stylish beer with its ‘Italian style applied to beer’, driving conversations across industries. Peroni gained market share and cornered the market on stylish drinking occasions. We managed their brand across 25 key markets and onboarded affiliated communications teams internationally.  

Peroni was quickly considered to be the jewel in the crown of the SABMiller portfolio and GSC helped drive the subsequent successful sale to AB InBev and thereafter to Asahi. The value of the Peroni brand increased from a purchase of 380 million in 2003 to over £2 billion in 2016. Peroni is the most successful global beer brand of recent times. Peroni sold at an incredible multiple of 12 after working with GSC.

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Vogue Italia

GSC created a long-term award-winning strategic partnership with Vogue Italia and its late editor Franca Sozzani which further cemented Peroni as a style icon. 

This collaboration included two landmark international exhibitions. The first was at the Royal Academy celebrating “25 Years of Italian Style” with artists such as Mario Testino and Nick Knight. The second was an innovative digital exhibition – The Visionary World of Vogue Italia – created in collaboration with Super Studios in New York City, and featuring several high-profile creatives such as Baz Luhrmann, A$AP Rocky, Quentin Tarantino, Jessica Chastain, Edie Campbell, Poppy Delevingne, Christian Louboutin, Manolo Blahnik, Olivia Palermo and Zoe Saldana.   

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Results

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“Worked with GSC as International Marketing Manger, Peroni Nastro Azzurro and later as Senior Commercial Manager Jose Cuervo International and again as Regional Managing Director Western Europe and West Africa. GSC thank you for the very good work you did creating the Valigia campaign and bringing in Antonio Berardi as a long-term collaborator. The campaign was very effective and got the attention of the SABMiller board brought to life the concept of Italian style applied to beer in an engaging way and allowed us to bring in a spokesperson who was able to speak about our brand in a way that we could not ourselves.”

– Pierpaolo Indelicato, Peroni Intl Marketing Manager

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To increase awareness about Ron Abuelo amongst high end consumers and media, GSC implemented a strategic, targeted approach to target and demonstrate the brand's provenance, high quality products and grow brand fame.

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