Where's my beer?

What does Peroni, the Italian beer and Skegness the British east coast resort have in common? Nothing. So say the makers of the beer who refused to have their product sold in said sea side town because it didn’t fit with the brand equity.Now while its true that `Skeggy’ as its known to those who go there is no Biarritz or Miami by the same token Peroni is no Dom Perignon either. This is another sad mad example of a brand too consumed with itself that it’s forgotten that it exists to be consumed by the public. Successful brands today are exploring every platform and relevant outlet and letting the tone and manner with which they populate these places inform and amplify the brand equity. Is Karl Lagerfeld too

runway to refuse to be sold in H&M? No. Karl understands the difference between inexpensive and cheap. One magnifies his brand. The other he knows would destroy it.

Being in a discount clothing shop doesn’t mean compromising his air of exclusivity

Peronii is a beer of the moment. And those moments can be over very quickly.

It’s a premium beer mostly because of its price. One beer that shares this position and celebrates it is Stella Artois. Stella is available to everyone but affordable only to those prepared to spend the extra money. Someone drinking Stella wants you know that it isn’t cheap. It's a status symbol. Will the absence of Peroni in Skegness force visitors to go elsewhere? I doubt it. Do people reflect on the `equity’ of the beer they drink. I doubt that too.The absence of  draftt Peroni in Skegness won’t change Skegness. It’s just

a missed opportunity for Peroni.