London's stylish Sloane Street has another Italian designer shop to match the likes of Giorgio Armani, Gucci and Versace Peroni Nastro Azzurro beer.
To mark the relaunch of the Italian beer which sports a new label and a sleeker, longer necked bottle, brewer SAB Miller has hired a shop to exclusively display just one bottle of Peroni on a pedestal.
The shop, dubbed Emporio Peroni, is so exclusive that nobody will actually be allowed inside.
"Emporio Peroni will create intrigue and excitement amongst shoppers and beer drinkers alike," said export manager Dario Paesano.
"Peroni Nastro Azzurro's commitment to producing a genuine product which is of Italian essence and of the utmost quality will also be reflected by the shop's carefully chosen proximity to other stylish Italian brands."
International brand manager Chris Taylor added: "We think we can liven up rather a dull and flat beer market by introducing some of the Italian style around the world."
The shop stunt forms part of a £5m marketing campaign which includes cinema ads and Peroni-themed merchandise such as sunglasses and watches.