It has been two years since Kozel, a beer with a Czech passport, was first introduced in Italy, enriching the premium range of the Birra Peroni product portfolio. And it is aboard the goat “Olda”, which has always been the iconic mascot, that this beer is ready to “go on tour” to give a rock shock the summer of 2023 to Italians.
In fact, this is the area that Kozel has decided to lead with a program of sponsorships and events that will make the sultry evenings of the holiday season in our country fresher and brighter than ever.
It starts from the Tuscan capital with Firenze Rocks on June 17 and 18, where the heart of Cozzell’s goat Olda beats to the beats of true timeless music legends like The Who, Tom Morello and Maroon 5. Cozel’s tour will then continue to Milan, where from June 30 to July 15 it will be possible to experience the thrill of dizzying performances signed by artists such as Travis Scott, Capo Plaza, on the stage of I-Days Milano Coca Cola 2023 at the Ippodromo La Moura. The Black Keys + Liam Gallagher, Red Hot Chili Peppers and Arctic Monkeys. These first two stops of the Kozel tour have been created in collaboration with GroupM’s live communications unit, Access Live Communications with the Activation and Live Engagement part. It doesn’t end here. Cozel will be in the Tarvisio arena for the entire month of July to rock the stages of the No Borders Music Festival, featuring a rotation of stars of the caliber of Bostel, Ben Harper, Mannarino, LP, Skunk Anansi and Mika.
Also in July, from 5 to 12, Kozel Beer will perform at the Pistoia Blues Festival with a performance by legendary guitarist Steve Hackett of Boustel and the romantic intensity of Damien Rice’s notes. We continue with the original Arezzo Men/Go Music Fest from July 4th to 10th with a line-up that satisfies every taste and that alternates the best of the Italian music scene on stage from Rosa Chemical, The Zen Circus will see. and Coma Kos to Boustel and Salmo, passing through Planet Funk and Alan Sorrenti.
Finally, the “Kozel Tour” kicks off with the Beat Festival from August 24 to September 1 in Empoli, where superstars of the indie scene such as Franz Ferdinand and The Struts will share the stage with rising stars of the Italian music scene such as Santi Francesi. and Omni.
“The decision to keep Cozel’s name and flavor with the great music festivals of the Italian summer was born out of an alternative relationship. Cozel has become synonymous with fun and light-heartedness, even a little cheeky, Since she made her debut in 2021, with a 14-meter-high wooden goat placed in the heart of the solemn “Milanese city” in Piazza Gai Aulanti. , giving you the joy of the village where she was born, and which, As the establishment said, “she takes in”. Two years later, therefore it seemed natural to us that she was present in the temples of Goat, Olda, full of entertainment. All sections of the public that are the great Italian music festivals”, Francesca said Birra Peroni, Bandelli, Marketing and Innovation Director. “Not only that. At several stages of this “full steam ahead” tour, our presence will be characterized by activations and events that will engage the public in completely surprising and unprecedented experiences”, concluded Bandelli.
So this summer, Kozel will be “a star among the stars”. In fact, two years were enough to create this beer, already known in 48 countries, a reference name in the Italian beverage sector. Produced at the Birra Peroni factories in Padua and Rome – but in full compliance with the original recipe created 150 years ago in the Czech Republic, in the small village of Velké Popovice – this premium beer has already won over two million Italian households And is available in all GDO retail outlets. A milestone that has exceeded even the most optimistic expectations. His secret? Firstly, its unmistakable character that is wonderfully refreshing and full of flavour. The character of the village where she was born and which she carries within herself. A village that, this summer, is the rock heart of the whole of Italy.