Peroni Nastro Azzurro and Italian design brand, Alessi have collaborated to create the inaugural Blue Ribbon Design Awards which will be exhibiting the finalists at the Institute of Contemporary Arts (ICA) in London from 30th September to the 4th October 2009. This national exhibition, open to the general public, will be an innovative display of Italian inspired design items in a unique celebration of Italian Style. Following the ICA exhibition in London, the Peroni Blue Ribbon Design Awards will then tour further design venues and style bars across the country.
For the Peroni Blue Ribbon Awards, design enthusiasts were asked to create pieces inspired by the authentic Italian occasion of Aperitivo, which combines small plates of food with light alcoholic drinks during the early evening hours of the week as a relaxing prelude to dinner.
The eye catching exhibition will include designs ranging from tableware, small furniture and kitchenware to glassware and gadgets – all pushing the boundaries of product design and innovation.
As well as the exhibitions, Peroni Nastro Azzurro will be bringing the Peroni Blue Ribbon Design Awards to life in the on-trade by introducing a nationwide promotion on-pack promotion on its 330ml and 660ml bottles.
Each customer that purchases a bottle of Peroni Nastro Azzurro will have the chance to create their own Italian design collection through a text to win mechanic. Customers will know instantly if they have won one of the three Peroni Nastro Azzurro Alessi co-branded items which encompass a stylish coaster; an innovative bottle opener and an Aperitivo bowl – all in sleek stainless steel. They are then directed online to claim their exclusive prize and begin creating their very own collection of Italian design items.
Each design piece reflects the values of passion, craftsmanship and attention to detail, which are so central to Italian design and reflected in both the way that Alessi designs its innovative products, and the way that Peroni Nastro Azzurro has brewed its crisp, refreshing beer since 1963.
Karen Raglione-Hall, Marketing Manager for Peroni Nastro Azzurro said, “It’s fantastic to work with Alessi again and on such an exciting project. We have asked designers to create items inspired by Italian design values, against the occasion of Aperitivo. By hosting the exhibition in bars across the UK, the collaboration really comes to life in the trade.”
Alberto Alessi, responsible for marketing strategies and design management at Alessi, commented, “I am glad to collaborate with Peroni Nastro Azzurro on the Peroni Blue Ribbon Design Awards, as Aperitivo is an important part of Italian culture and a focus area for Alessi. I am excited to see how the designers will interpret the ritual of Aperitivo and embrace the Italian approach to design.”
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For more information please contact:
Emma Currin
Leisure PR & Communications on behalf of Miller Brands
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to Editors:
About Peroni Nastro Azzurro
• Peroni Nastro Azzurro is the leading Italian imported lager in the UK.
• Peroni Nastro Azzurro has been imported to the UK since 1965 as a bottled beer (330ml & 660ml). It is now also available in draught in selected accounts nationwide.
• Peroni Nastro Azzurro is a well-balanced, clear pale lager made by brewing the finest spring-planted barley and Italian maize combined with malts and hops to create the highest standard of premium beer
• RRP for a four-pack of Peroni Nastro Azzurro is £4.49
• Website: www.peroniitaly.com
About Miller Brands
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.
Alessi
For all media inquiries and image requests exclusively concerning Alessi, please contact Murray Weir Willats, UK Public Relations for Alessi
T: 020 7245 1066 E: alessi@murrayweirwillats.com