Birra Peroni and Cigierre – Compagnia Generale Ristorazione have started a new collaboration: “The L.A.B. (Learning Across Brand), an innovative intercompany development program born from a shared desire to continuously invest in talent development, pioneering learning methods that transcend traditional organizational boundaries.

The project represents a natural evolution of the ongoing process between the two companies and is part of the training ecosystem of the Cigierre Academy – the Cigierre Group’s Training Center of Excellence – which has long involved both companies in initiatives dedicated to developing skills in the sector.

The program involves 12 internal talents from different business areas of the two companies, who will work side by side from May to November on two high-impact strategic projects:

• Development of the non-alcohol segment within the Cigierre business model, with the aim of increasing its penetration in specific consumption occasions – such as lunch – and targeting new consumer targets within brands such as Old Wild West and Wiener Haus;
• Employer branding in the Horeca sector, with the development of concrete strategies and initiatives to strengthen The channel’s attractiveness in the labor market, leveraging the professional opportunities offered by the sector.

In addition to project work, participants will participate in dedicated training sessions – including project management, design thinking, and the development of soft and digital skills – as well as face-to-face sessions with management.

“I want to thank Cigierre for this project we developed together. Extending our collaboration beyond the strictly commercial scope allows us not only to build stronger relationships, but above all to offer our colleagues innovative professional development opportunities. The L.A.B. will connect people with diverse and complementary perspectives, fostering open and unique exchanges“, said Gianluca Di Gioia, HR Director of Birra Peroni. “For us, this is a further step in making Birra Peroni increasingly “The Place to BE(er),” a company that is much more than just a “workplace,” where you can grow, challenge yourself, and actively contribute to the future of the business“.

Cigierre also emphasizes the strategic value of the initiative: “The breakthrough between different cultures is the foundation of the spirit that animates our Cigierre Academy. The L.A.B. represents a new opportunity that stimulates and engages us in this direction. It’s a pleasure to work with Birra Peroni, a champion and example of inclusion, for this project. It will be a journey of collaboration and learning, a development opportunity for all of us“, said Mario Perego, Group Head of HR at Cigierre.