Premium isn't a price point. It's a feeling people choose to pay for.
In this episode of What They Said, Louise Ali speaks to Carly Burford, Global Brand Director at Peroni Nastro Azzurro, about the thinking behind Only Peroni.
The conversation goes beyond premium beer. It explores what happens when a brand stops relying on heritage alone and gives people a reason to choose it today.
Together they discuss:
- Why premium is built through experience, not price.
- How Only Peroni sharpened one of the world's best-known beer brands.
- What authentic cultural partnerships actually look like.
- Why chasing trends weakens brands.
Why the strongest marketing is often the most single-minded.
If you build brands for a living, this episode is a reminder that premium isn't something you claim. It's something people recognise.
