Could you share an example of a time when you came up with an innovation that improved how your legal team works and did not come at a large expense? 

One of the most effective methods for driving innovation to increase our efficiency and productivity involves providing tailored legal training to internal stakeholders across the business departments. By implementing this strategy within our company and extending it across our markets, we have found that it effectively enables us to share our experience into the most optimal practices. As a result, it facilitates improved awareness and encourages a more self-sufficient approach within the business.
 

Can you foresee any key developments to the way general counsel work over the next five years? 

In the fast-emerging world of artificial intelligence and machine learning, we will see these tools increasingly handle routine and predictable tasks, becoming integral to business operations. Given the ongoing business focus on efficiency and cost reduction, this situation presents an opportunity. General counsels (GC) must remain well-versed in emerging trends to fully maximise the advantages, not only for their in-house legal services but also to the standards we hold for our external counsel, expecting them to perform at their best and most efficiently. GCs will always be a source of trust counsel while growing ever more business oriented. They should sit at the table with stakeholders, be bold and inquisitive about the business so that they can proactively anticipate future needs, as the GC’s role is paramount for decision-making.
 

What are some of the main trends impacting the industry sector you work in Italy? 

The alcoholic beverages industry has been undergoing development in recent years. There is an increased focus on non-alcoholic alternatives. Within Birra Peroni and our larger Group, one of the key trends is to increasingly promote non-alcoholic products within our range. Our objective is to achieve a 20% share of non-alcoholic products, providing our consumers with more choice. We will continue to advocate for a responsible approach to the promotion and consumption of our products, building on the remarkable progress we have made in our markets.
 

What measures has your company taken to embed sustainability practices into its core business operations, and how does the role of the general counsel contribute to driving and ensuring sustainable practices within the company?

Guided by our purpose of “creating meaningful connections,” within the framework of Asahi Europe and International, Birra Peroni is committed to becoming a force for environmental positivity, while also fostering a positive and inclusive atmosphere for individuals and society. This vision presents an exciting and challenging agenda for our legal department. With our Group, we are focused on the present decade, and have set ambitious targets for 2030. We are striving for carbon neutrality in our breweries and, by working with partners, aim to cut the supply chain’s carbon footprint by 30%. We plan to maintain and improve water usage, adopt fully circular packaging, and sourcing ingredients in a sustainable way. In our drive for carbon neutrality, we are prioritising energy efficiency, utilising relevant ISO Certifications and exploring innovations to cut CO2 emissions. 

We are also committed to team openness and diversity, aiming for gender parity in leadership by 2030. 

We recently launched an innovative solar thermal pilot plant in Bari that converts solar radiation into thermal energy and thereby reducing methane consumption. Over the next months, we will assess the pilot project’s performance to evaluate the need for future developments. Our sustainability governance relies on sustainability managers, with defined roles and responsibilities across the company and Group. In my role, I engage in all relevant company dialogue aimed at promoting sustainability related compliance. I also oversee the potential legal implications of recurrent and innovation practices, including those related to responsible drinking and commercial communication.