Galasso (Peroni): 'More women to continue growing'

Long, long gone are the 1970s when Italians identified Peroni beer with a charming blonde from the TV commercial. Those of a certain age cannot help but remember it. Even if the advertising campaign designed by Armando Testa with the spot playing on 'I'll be your beer I'll be your blonde...' was bitterly contested by feminists.

Today, Peroni is an entirely different company. A thousand miles away from that stereotype. It has recently gained gender equality certification (first company in the beer sector), has more than 30 per cent female managers and aims to reach 50 per cent by 2030. But above all, it has launched a series of initiatives to promote corporate welfare and equality such as 22 days paternity leave, 80 per cent remote working for new parents up to 3 years of age of their children, and much more. "This strategy has become a priority for the group, it is not a fad but an essential condition for our growth," explains Enrico Galasso from 2019 at the helm of Peroni. "We have realised that inclusiveness is a success factor for us. And among all the forms of inclusiveness we pursue such as that between generations, between social backgrounds, between geographical areas of origin, the most strategic and important one is that on gender equality,' Galasso continues.

Peroni (Asahi Group) employs about a thousand people, produces 6.7 million hectolitres of beer in its plants in Rome, Bari and Padua, and exports 40% of it especially to Great Britain and Europe. "We are a symbol of Made in Italy all over the world. We also want to become a symbol of commitment to gender equality in the world. Starting in 2025, the company will make its flagship brand, Peroni, available to continue to promote the issue to the general public, and in parallel will launch a series of supporting activities." This is the case, for example, of the commitment to the STEMtoBEer project, set up in collaboration with the non-profit training organisation Elis, and aimed at students in classes IV and V of technical institutes specialising in Agricultural Studies, Chemistry Materials and Biotechnology, and Mechanics Mechatronics. The programme, which started in six institutes in Bari, Rome and Padua, involved more than 250 girls and boys in its first year with the dual objective of orientation and overcoming the gender stereotypes still very much present in these professions.

As far as the development of the actual business is concerned, Peroni in recent years has successfully bet on the relaunch of the Nastro Azzurro brand, the launch of the zero alcohol version with the partnership with Ferrari in Formula 1, and the launch of Kozel and Raffo, the latest acquisition with the highest growth margins in the last year. Approximately EUR 40 million of investment has been earmarked for the renovation of the production area for revenue growth in double-digit percentages each year from 2021.

Is the focus on inclusivity also a move to win over the female target? 'I wouldn't say so,' Galasso replies. 'Contrary to popular belief, there is not a big gap between male and female beer consumers. Certainly, however, the effort of our company will not only be directed internally but increasingly externally to a widespread awareness of gender equality'.