Peroni beer fountain hits London
A beer fountain has been installed on London’s South Bank for a limited time this week offering free lager to those who stop by. db reveals where exactly you can find it and the best times to show up.
The installation, named La Fontana di Peroni, has been created by Peroni owner Asahi, is located at Observation Point on the South Bank in London and will be in place from 10-14 December.
‘Turns water to beer’
The fountain, which features a special tap that that “turns water into beer” was opened yesterday by style icon and model David Gandy and offers visitors a complimentary Peroni Nastro Azzurro to enjoy during the festive season.
According to Asahi, the fountain has been inspired by “the traditions of Italian craftsmanship and the growing demand for stylish and high-quality festive experiences”.
The beer company explained that La Fontana di Peroni is a way to bring “both elegance and joy to the city, offering Londoners and visitors alike the chance to experience an iconic Italian-inspired installation like no other”.
Speaking to the drinks business, Peroni Nastro Azzurro brand director Anja Gottschalk reflected on the festive activity and said: “Christmas is a key time for premium beer sales and we know Peroni Nastro Azzurro performs exceptionally well during this period. Our ambition is to make every social occasion that little bit more special and we’re proud to be bringing Italian style to the heart of London’s South Bank with a one-of-a-kind experience.”
Gottschalk told db: “The magic of the season is being bought to consumers with a special surprise that transforms water into our delicious beer. It’s the perfect way to kick start a stroll along the Southbank and take in the beauty of London during this time.”
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‘A modern masterpiece’
Gandy, who launched the tap with the first pour, said: “It’s all about creating moments that bring people together. Christmas is such a special time of year, and La Fontana di Peroni is the perfect way to combine festive spirit with Italian style. Turning water into beer? Now that’s what I call a modern masterpiece.”
Asahi UK marketing director Rob Hobart explained: “La Fontana di Peroni is not just a fountain – it’s a modern festive wonder capturing the magic and joy of Christmas in a way only Peroni Nastro Azzurro can. At a time of year when we come together to celebrate, we wanted to give the nation something truly special – a moment of wonder and unmistakable Italian craftsmanship.”
Peroni is no stranger to being marketed alongside style icons that also weave in the brand’s Italian heritage. For instance, last year the Ferrari F1 team partnered with Asahi Europe’s Peroni and what followed this year was the brand launching its House of Peroni venture, showcasing Italian style in the heart of London with Ferrari, but also with tastemakers from across the sector.
Earlier in the year, db looked into what makes a lager truly great and, contributing his views, Asahi UK marketing director Rob Hobart revealed that “there’s a lot that goes into making a market-leading lager. Of course, you need a great-tasting drink that reliably delivers for consumers every time, but you also need brands that genuinely resonate with their target market. The perception of a lager often comes down to its ability to consistently meet these expectations and connect with drinkers on a deeper level”.
Driving engagement and connection
The fountain concept is, on many levels, driving such engagement and connection by helping people join in with festive celebrations and something experiential and unexpected.
To visit La Fontana di Peroni, people should head to Observation Point at London’s South Bank from 10-14 December, between the hours of 12pm-8pm to gain their complimentary beer at the fountain.
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