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Poretti, the premium Italian beer brewed near the scenic shores of Lake Como, took centre stage at Taste of London 2024 with a bold, immersive brand activation. We brought the flavours and charm of the Lombardy region to life through a stunning two-storey build, styled as an authentic Italian villa.

Guests were treated to a curated culinary experience, featuring live grill demos from renowned chefs Gennaro Contaldo and Simon Stallard, hosted beside a central bar pouring perfectly paired Poretti. The rooftop terrace offered a premium vantage point over Regent’s Park, giving visitors a taste of Italian hospitality in the heart of London.

Challenge:
Poretti challenged us to boost their visibility in the UK food scene and establish the brand as the go-to beer for food pairing - versatile, premium, and full of flavour.

Solution:
As part of our ongoing partnership with Poretti, TBA designed and delivered a destination experience that brought the soul of Lake Como to London. The villa-style space combined authentic Italian architecture, curated food pairings, and a star-studded chef lineup with daily demos, all centred around one message: Poretti is the beer made for food.

The activation featured striking terrace spaces and a dedicated performance area, generating mass engagement across social media, PR, and in key target markets. It was a standout moment of the festival - experiential marketing with purpose and style.

Results:
6,000 people visited the stand each day
7,000 Poretti beers sold
1 in 5 Taste of London visitors drank Poretti
328% sales increase