\n\tP<\/span>eroni \u00e8 la prima grande birra italiana a tracciare in blockchain la filiera del malto e diventa leader della trasparenza nel beverage.<\/h4>\n <\/p>\n
La celebre birra Peroni punta sulla trasparenza e utilizza la tecnologia dei nodi per rendere totalmente tracciabile il suo malto 100% italiano. \u201cE sai cosa bevi\u201d, diceva Renzo Arbore nella storica campagna anni \u201980 lanciata dai produttori di birra italiani. Oggi con la blockchain di Peroni lo sappiamo davvero: un investimento quindi che consolida la fiducia dei clienti nella qualit\u00e0 delle materie prime e dei processi (gli stabilimenti sono rigorosamente collocati in Italia), ma contribuisce anche ad alzare il livello di trasparenza che il consumatore percepisce come normalmente dovuto (anche da parte di altri brand). Basta inquadrare il QR code stampato su ogni bottiglia per accedere a tutte le informazioni che tratteggiano il percorso delle materie prime, dai campi di orzo fino alla bottiglia sullo scaffale, grazie alla tecnologia blockchain \u2013 sviluppata insieme a due partner dell\u2019agrifoodtech \u2013 che registra e certifica inviolabilmente ogni singolo passaggio della filiera.<\/p>\n
Dietro l\u2019innovazione tecnologica c\u2019\u00e8 un messaggio di valore che il gruppo Asahi vuole trasmettere al consumatore: il malto di Birra Peroni \u00e8 100% italiano. \u201cLa blockchain ci permette di dargli valore e renderlo tangibile\u201d ha dichiarato Enrico Galasso, presidente e managing director di Birra Peroni dal 2019. Ma l\u2019attenzione del gruppo alla provenienza delle materie prime non si limita al brand Peroni, poich\u00e9 anche la neo-acquisita birra \u201cKozel\u201d, originaria della Repubblica Ceca, \u00e8 interamente prodotta a Padova con ingredienti italiani, seguendo l\u2019originale ricetta praghese. E il tempismo dell\u2019operazione \u00e8 enfatizzato dal momento storico, prettamente italiano, che vede comparire il \u201cmade in Italy\u201d persino sulle targhe dei ministeri \u2013 e attende misure economiche a sostegno dei comparti pi\u00f9 strategici del know-how italiano. Nel tessile, per esempio, \u00e8 aperto gi\u00e0 dal 2019 un tavolo di lavoro tra l\u2019ex-Ministero dello sviluppo economico e le principali aziende del settore per un\u2019implementazione della blockchain finalizzata alla valorizzazione del marchio di origine.<\/p>\n
Il rapporto tra sostenibilit\u00e0, blockchain e comunicazione di marca \u00e8 stato indagato anche all\u2019interno del nuovo libro di Altavia \u201cRetail: il futuro \u00e8 fatto di scelte\u201d (Edizioni DM, 2022), presentato in occasione del\u00a0XII Green Retail Forum<\/a>.<\/p>\n <\/p>\n
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