Emporio Peroni, Leeds
An exclusive shop in the heart of Leeds has been rented to house a single bottle of designer beer (not for sale) and its male model guard. The promotional idea is the brainchild of the Italian makers of Nastro Azzurro beer, which they are heavily marketing in the city.
The Peroni "non-shop" which sells absolutely nothing, is in King Edward Street – at a minimalist boutique store – so exclusive that only window shopping is allowed.
Situated in one of Leeds's most stylish shopping thoroughfares and located just around the corner from Harvey Nichols, Emporio Peroni houses a single bottle of Peroni Nastro Azzurro on a plinth, guarded by a well dressed Italian model who has been attracting plenty of attention from passers by.
The launch of Emporio Peroni in Leeds was celebrated with opportunities for people to win a number of prizes including a VIP night out in the city to a year's supply of Peroni beer.
Promoters of the brew say their 'Salute' team will be visiting Leeds's most stylish venues and offering people the opportunity to try a bottle of Peroni and inviting people to participate in the Peroni style profile quiz.
Richard Walker, Peroni Nastro Azzurro UK Brand Manager said: "We're delighted to be officially launching Peroni in Leeds. Emporio Peroni will create intrigue and excitement amongst shoppers and beer drinkers alike.
"We want to challenge people's perceptions of traditional beer drinking and position Peroni Nastro Azzurro as an aspirational brand that encompasses style, authenticity and quality. As one of the UK's most stylish cities Leeds was an obvious choice for us to launch in."
Posted: Monday, July 09, 2007
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NAME : Emporio Peroni
COMPANY : Emporio Peroni
VENUE :
Emporio Peroni
7 King Edward Street
Leeds
LS1
DATE : 6 July 2007 - 12 July 2007 
2 comments:
This is a really interesting idea, there is no doubt that by doing something this different in the heart of leeds is going to make people more curious and increase it's brand awareness.
At first I thought it was odd them selecting such a stylish and good looking male model. However, on second thoughts they are probably trying to break away from the stereotype of beer not live up to it.
I particularly like the bit that you mentioned about them going round and selecting people to try their beer, and not allowing people the option to say choose to do so on the internet. I get the feeling that if Peroni continues in the confident way that it has began, it could turn into one of the strongest alcohol brands around.
This is pretty different and in turn raises its profile for its line of advertising. You can see they are pumping alot of money into promoting the brand. One slight issue for me is it's name, as soon as i see Emporio instanly i think of Armarni, they go hand in hand always have always will, Peroni doesn't quite have the same ring to it...I agree with claire that if it continues confidently but at the same time it has a tough ever increasing market to tackle.
Also the whole window shopping idea was great, not forcing people to buy anything just creating a bit of fuss and a good viral.
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