Peroni Nastro Azzurro, the official beer of American Express presents BST Hyde Park, will trial a new Beer Butlers service on the opening night of BST Hyde Park on 24th June ahead of P!NK’s show. From today, festivalgoers can apply for their very own Beer Butler who will exclusively serve them complimentary Italian Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0% as part of the brand’s pilot ‘beer-on-demand’ service, whilst enjoying one of the summer’s biggest music events.
Music lovers at BST Hyde Park will be able to trial Beer Butlers and receive unprecedented access and premium service as they are hand-delivered Peroni Nastro Azzurro throughout their 60-minute-slot, and can call upon them when in need of a delicious, refreshing beer. Solely serving one group, the exclusive Beer Butlers were created to offer festivalgoers a premium experience to match the premium lager brewed by Italy’s number one lager.
Hourly slots are available from 3pm until 6pm ahead of P!NK’s performance on the opening Saturday at BST Hyde Park, 24th June, with attendees available to apply on Peroni Nastro Azzurro’s Twitter channel, @peroniuk. Users will need to follow @peroniuk and reply to the Beer Butler tweet announcement with #PeroniBeerButler. The winners will be contacted directly by Peroni UK by 11:59pm 22nd June 2023.
Within their slot, groups of up to four will register at the House of Peroni bar at BST Hyde Park and be assigned their dedicated Beer Butler who will greet them with a Peroni Nastro Azzurro or Peroni Nastro Azzurro 0.0% on arrival. The groups will then choose a spot within the area and will be tended to by their Beer Butler for the full hour.
Asahi UK, the owner of Peroni Nastro Azzurro, signed a landmark six-year deal to become the official beer & cider partner for AEG Europe’s leading European festival, American Express presents BST Hyde Park 2023. The sponsorship of the festival – the first deal of its kind for Asahi UK and brokered by AEG Global Partnerships – will highlight the strength of Asahi’s premium portfolio and ongoing dedication in delivering high quality experiences. Connecting with a broad range of consumers, the festival anticipates 500,000 attendees over ten days, with more than 700,000 pints expected to be poured.
Peroni Nastro Azzurro works with AEG Global Partnerships, which oversees sponsorships across AEG’s global portfolio of assets, including American Express presents BST Hyde Park. Together, they build iconic activations that elevate experiences and make fans’ days special.
