Hit or miss? Peroni defends decision to refuse draught beer to Skegness hotel

Premium Italian lager Peroni Nastro Azzurro has told the three-star Crown Hotel in the English seaside town Skegness that it is too downmarket to sell its beer on tap.

Peroni: Owned by Miller Brands
Peroni: Owned by Miller Brands

Inspectors assessed the venue and its clientele, but refused permission despite the fact it is located close to a top golf course and adjoined by £1m houses. A spokesman for Peroni owner Miller Brands was quoted saying draught was not right for every venue.

How I see it

Rupert Ponsonby, director, R&R Teamwork

The man from Peroni he say ‘no’, and has deprived Skegness of its draught Peroni Nastro Azzurro. All 19,000 Skeggies are up in arms, accusing the beer brand of snobbery.

Much as I adore Skegness, Peroni has played a blinder here. Better to be cheeky with a seaside town than a city – or a county – and the demographic of the Skegness visitor is more in tune with Bateman’s fine ales from nearby Wainfleet than Peroni’s Italian style anyway.

As a brand that helped redefine the image of beer in the UK by springing the beer category through the price ceiling, it needs to say ‘quality’ and to show drinkers not just where Peroni is, but also where it is not allowed to be.

Step forward Skegness, with faded images of beach huts, donkeys and chips. Bravo, Peroni. I drink to you – though not in Skegness.

Was Peroni's decision a hit or miss? Tell us why, below.

Would you like to post a comment?

Please Sign in or register.

News by email...