--- title: "Premium, but Personal: How Heritage Brands Stay Culturally Relevant" date: 2026-06-19T11:56:00+01:00 author: Mona Parmar canonical_url: "https://itsprettygreen.com/podcasts/building-premium-brands-with-carly-burford-from-peroni" section: Podcasts --- ![](/uploads/transforms/Images/Latest/_1280x720_crop_center-center_90_none/pg_podcast_1280x720_v4.jpg) ![A woman with long, flowing blonde hair smiles warmly against a vibrant gradient background transitioning from soft pink to light orange. She wears a black blouse, enhancing the brightness of her complexion and the lively atmosphere of the image.](/uploads/transforms/Images/Team-Headshots/_112x136_crop_center-center_90_none/Louise-A.jpg) ### Louise Ali Digital PR Business Director [](https://www.linkedin.com/in/louloud/) Podcasts [ Listen on Spotify ](https://open.spotify.com/episode/3kmDYUDMbqHaoghA8GNPMa) [ Listen on Apple ](https://podcasts.apple.com/gb/podcast/building-premium-brands-with-peronis-carly-burford/id1738224380?i=1000774345485) [ Listen on Amazon ](https://www.amazon.co.uk/dp/B0CZ7B43FL?ref_=cm_sw_r_cp_ud_dp_TCFFXPBE0CQZE03BFH6D) **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. Share: showTooltip = false, 1500)"> Copied! [](https://linkedin.com/shareArticle?mini=true&url=https://itsprettygreen.com/podcasts/building-premium-brands-with-carly-burford-from-peroni.md&title=Premium%2C%20but%20Personal%3A%20How%20Heritage%20Brands%20Stay%20Culturally%20Relevant) ## In other news [Podcasts ![A woman with long dark hair, wearing white earphones, is seated in front of large windows showcasing a city skyline. Light filters in, illuminating her features. Bold text overlays the image, stating "BRAND VISIBILITY ISN'T FAME" in contrasting white and purple.](/uploads/transforms/Images/Podcast/_650x600_crop_center-center_90_none/WTS_Thumbnail_Square_Brand-Visibility-Isnt-Fame.jpg) ### Building Brand Fame That Shows Up in Culture: Sally Barton, Mondelez With years of experience leading strategy for some of the world’s most recognisable brands, Sally shares insights into how brands like Cadbury and Oreo stay culturally relevant and emotionally meaningful. ](https://itsprettygreen.com/podcasts/building-brand-fame-that-shows-up-in-culture) [Podcasts ![A young woman with dark hair, wearing a denim jacket, is engaged in conversation at a podcast setup. Behind her, a vibrant green plant thrives in a grey pot, while colourful drinks are neatly arranged on shelves. The words 'BE MORE HUMAN' are prominently displayed on a bright blue background, creating an inviting and modern atmosphere.](/uploads/transforms/Images/Podcast/_650x600_crop_center-center_90_none/Thumbnail-2_Anni-Mueller.jpg) ### Be more human (and more manipulative) from Anni Mueller: Digital & Social Media Manager at innocent We chat with Anni Mueller, Digital & Social Media Manager at innocent, about why honesty, two-way conversation and "being more human" is integral to Influencer and digital strategies. ](https://itsprettygreen.com/podcasts/anni-mueller-digital-and-social-media-manager-at-innocent)