Brand activation EVENT PHOTOGRAPHY CASE STUDY
Peroni Nastro Azzurro
CLIENT
Asahi UK
LOCATION
London, UK
Summer 2024
DATES
CATEGORY
Events | For Brands
The Brand
Navigating the Asahi UK Portfolio
As part of the Asahi UK portfolio, Peroni Nastro Azzurro is one of the world's most recognisable premium beer brands. Central to their UK marketing framework is their experiential lifestyle positioning—transporting consumers to the stylish shores of the Italian coast through immersive, high-end physical spaces, pop-up bars, and festival takeovers.
To sustain this super-premium identity, their brand management teams require visual content that captures flawless brand asset placement, consumer lifestyle styling, and high-energy guest engagement. A critical component of this multi-location assignment was understanding and executing the distinct visual identities within the Asahi UK super-premium beer portfolio. Rather than treating the brand as a singular entity, the media production was tailored to capture the unique positioning, variations, and specific lifestyle messaging of four core product lines:
Peroni Nastro Azzurro
Focused on high-end hospitality, sleek glassware pours, and signature branding in premium grandstand and festival enclosures.
STILE CAPRI BY PERONI NASTRO AZZURRO
Pivoted to sun-soaked, bright, coastal styling to match the easy-drinking summer identity of the clear-bottle variant.
Peroni Nastro Azzurro 0.0%
Prioritised daytime social moderation, wellness, and consumer sampling zones.
Cornish Orchards
Shifted the creative direction to premium craft heritage, focusing on culinary styling, artisan food pairings, and rustic branding.
BST Hyde Park, London
Documenting the premier multi-story festival footprint, VIP terraces, and consumer social spaces at a 65,000-capacity festival.
Capturing large-scale crowd dynamics alongside hyper-focused experiential sub-events. This included dedicated coverage of the exclusive Chef's Table experience in partnership with Cornish Orchards—focusing on premium food pairings, intimate table styling, and culinary detail—as well as the high-energy Cocktail Making Masterclass, capturing consumer interaction, mixology technique, and brand engagement.
The House of Peroni at BST Hyde Park
Ascot Racecourse
As the Official Beer Partner of Ascot Racecourse, Peroni Nastro Azzurro commands a massive, premium footprint across the entire five-day Royal Meeting as well race days throughout the year. Capturing this partnership required a highly strategic approach to commercial brand activation photography:
Sponsorship Integration: Documenting how Peroni’s sleek, modern Italian brand assets seamlessly integrated with the traditional, elite British heritage of the Royal Enclosure and grandstands.
Premium Presentation: Prioritising immaculate product shots - focusing on perfect glassware pours, crisp branding on custom trackside bars, and pristine logo alignment against the historic racecourse backdrop.
High-Society Lifestyle: Capturing aspirational guest interactions and vibrant crowd energy within Peroni’s dedicated hospitality lounges, providing both Asahi UK and Ascot with high-value visual proof of a successful brand partnership.
Peroni Nastro Azzurro at Ascot Racecourse
Binks Yard, Nottingham
year-round Photo coverage across Ascot's extensive annual racing calendar
A core directive of this multi-year residency was delivering flawless experiential photography and direct visual return on investment (ROI) for Ascot’s elite roster of global sponsors.
Working directly alongside the partnership managers and marketing directors of each sponsor on behalf of Ascot, this high-trust arrangement required executing tailored, brand-specific briefs, managing client relationships face-to-face in high-pressure environments, and delivering pristine assets that protected each label's unique identity.
“Will completely transformed how we capture our summer activations; he stepped onto high-pressure festival grounds like BST Hyde Park and immediately knew how to protect our brand identity across both stills and vertical motion. Having a single creative who can interface directly with our partners and deliver pitch-ready content is an absolute game-changer.”
— Asahi UK