Poretti
Bringing Lake Como to Taste of London
A destination experience bringing the soul of Lake Como to London.
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
