Italian bartender appointed as UK ambassador for Peroni Ambra


Filippo Previero peroni

An Italian bartender has been appointed as UK brand ambassador to support growth for Peroni’s newest beer.

Filippo Previero (pictured), whose career has taken him to senior roles at London bars Mr Fogg’s Residence, Cahoots and Mr Fogg’s Tavern and Gin Parlour, will run consumer and trade activities around Peroni Ambra.

Launched last year, the beer combines Peroni Nastro Azzurro with the sharp citrus flavour of the Italian fruit, chinotto, which is grown and harvested in Liguria in north-west Italy.

Filippo said: “As an Italian, I am so excited to work for Peroni and especially this new exciting product. My new role gives me a chance to share my own traditions and passion about aperitivo culture.

“I cannot wait to show people that Peroni makes not only amazing beers but can offer real innovation that is authentic to Italy and truly delicious.”

Fillipo was introduced to Peroni Ambra while working as event manager for Italspirits, the marketing, events, and brand activation agency set up by Guiseppe Gallo to champion Italian drinks. In this role, he worked closely with the Peroni team on their first set of Ambra activations.

Beginning his career at 16 working behind the bar of a small café in his hometown in Italy, Filippo moved around the top bars in Milan. In 2011, he moved to London and joined Inception Group as head bartender at Mr Fogg’s Residence in Mayfair.

He then become bar manager for the launch of Inception Group’s Cahoots in Soho before moving to become general manager of Mr Fogg’s Tavern and Gin Parlour in Covent Garden. During this time, he competed in competitions, including reaching the top 50 in Diageo Reserve’s GB World Class bartender competition.

As UK brand ambassador, Filippo will concentrate his efforts on training, building brand awareness and developing consumer knowledge for Peroni Ambra.

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