Peroni champions the ‘beauty of constraint’ by doing more with less

The more money beer brand Peroni Nastro Azzurro has to spend on marketing the more likely it is to fall for the trick of simply “doing what everyone else does”.
Instead, the brand, which is owned by Japanese brewer Asahi, believes it can actually do better and more innovative work by exercising a little restraint.
“We invest far less than Heineken and the big boys in this world,” Asahi Europe’s global brand director Richard Ingram said during a session at the&