Lancio in Italia del Villaggio KOZEL

To the admirers of Kozel, from 2021, have also been joined by.Italy. Launched to enrich the premium offer of Peroni Beer, in the first 12 months on our market has obtained the consensus of more than 2 million households, with a 36% repurchase rate (so much so that it was included by IRI among the Top Launches 2021 in the Food & Beverage segment). A success motivated not only by the characteristics that distinguish it from other European beers, but also by the numbers: in the two variants Dark and Lager, Kozel is the world’s most popular Czech beer with 4.5 million HL globally and a presence in as many as 48 countries.

To celebrate its first year in Italy and mark the restart of live experiences for Birra Peroni, in spring 2022, it debuted in Milan the Kozel Village. In the setting of Piazza Gae Aulenti, on an area of 816 square meters, the charming and hospitable atmosphere of Velké Popovice, where Kozel beer was born, for a three days of beer, tastings, games and relaxation. At the center of the Village is back the Giant installation depicting the goat Olda, for over 40 years a living symbol of respect for the tradition of beer and the values of the community of Kozel.

Spencer & Lewis was in charge, for the second year in a row, of the activities of PR & Media Relations in support of Kozel, with a twofold objective: to invite consumers to experience something out of the ordinary e engage journalists in an unconventional way.

A select panel of journalists received as a gift a special tasting box containing Kozel Lager and Kozel Dark, a glass mug, a nice t-shirt and a letter-invitation from Olda. For the opening of the Village, Pierluigi Pardo led the press in a fun press tour in pure Kozel style.

Added to this was the conveyance of a research conducted by BVA-Doxa together with Kozel on the topic of newfound sociality in the Belpaese and on the consistent change in sentiment in relation to habits and consumption.

The operation generated a total of 250 issues among general and specialized print, online and radio publications, including 10 in-depth thematic features with the Marketing & Innovation Director of Birra Peroni.