# Premium Beer Fountains La Fontana di Peroni Shared Complimentary Peroni Nastro Azzurro By Laura McQuarrie | Published 2025-12-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/la-fontana-di-peroni References: [creative.salon](https://creative.salon/articles/work/la-fontana-di-peroni-mccann-london-david-gandy)  For a limited time in December, premium [Peroni Nastro Azzurro](https://www.trendhunter.com/trends/peroni-nastro) shared the magic of the holiday season with La Fontana di Peroni, a fountain that turned water into beer. Installed on London's South Bank, the wondrous, romantic, Italian-style installation offered complimentary Peroni Nastro Azzurro pours to celebrate quality craftsmanship and at the same time, meet the growing demand for [stylish and high-quality festive experiences](https://www.trendhunter.com/trends/aperol-festive-spritz-window). According to research commissioned by Peroni Nastro Azzurro, 54% of Brits think the UK has the most stylish approach to a celebration. And this holiday season, Brits are consciously investing in elevated festivities, from their outfit choices to table settings and the high-quality drinks that they sip and share with guests. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 63% | Activity: 71% | Freshness: 59% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Experiential Beverage Installations:** Unique beverage installation experiences like beer fountains create memorable brand engagement while offering a new form of interactive advertising. - **Festive Premiumization:** The trend towards elevated holiday experiences sees consumers prioritizing premium and stylish festive offerings, reflecting a shift in consumer behavior towards high-quality indulgences during celebrations. - **Romantic Italian-influenced Decor:** Italian-style aesthetics in event decor capitalize on the association with romance and luxury, attracting consumers seeking opulent and culturally rich experiences. ### Who This Affects Most - **Event Marketing:** Innovative beverage installations redefine event marketing by blending experiential elements with traditional advertising to enhance consumer interaction and brand presence. - **Craft Beer and Breweries:** The premiumization trend in craft beverages encourages breweries to innovate with unique offerings that emphasize quality and style, meeting the demand for exclusive festive experiences. - **Luxury Goods and Services:** This industry can explore tapping into high-end, theme-based installations that align with cultural aesthetics, responding to the consumer desire for celebrations marked by elegance and sophistication. ## Related on Trend Hunter - [Bookish Beer Cans](https://www.trendhunter.com/trends/faber-faber-beak.md) - [Feel-Good Prebiotic Soda Beverages](https://www.trendhunter.com/trends/hteao-3.md) - [Sleek Trophy Designs](https://www.trendhunter.com/trends/mvp-trophy.md) - [Bodega Pop-Up Experiences](https://www.trendhunter.com/trends/taste-the-aloha-experience.md) - [Lager Popsicle Initiatives](https://www.trendhunter.com/trends/lager-popsicle.md) - [Collectible Canned Water Packs](https://www.trendhunter.com/trends/liquid-death-x-spinal-tap.md) - [Pretzel Beer Partnerships](https://www.trendhunter.com/trends/shock-top-and-auntie-annes.md) - [Designer-Backed Marseille-Inspired Beers](https://www.trendhunter.com/trends/heineken-studio-and-axel-chay.md) - [Immersive Throwback Sports Events](https://www.trendhunter.com/trends/run-back-the-miracle.md)