Molson Coors Beverage: Peroni’s new ad celebrates Italy and the “dolce vita”


Peroni Nastro Azzuro is back on the airwaves in the United States, launching its first new television campaign in two years.

The Italian import, which nearly doubled its sales volume between 2018 and 2021, according to IRI, is launching its new campaign on March 14. The animated spot aims to transport people to the Italian coast, explains Cara Lauritzen, senior marketing manager at Peroni.

“For Peroni, it’s about living with the passion and flair of The good life. We want people to adopt the mindset of the Italian lifestyle when they think of Peroni,” she says.

Filmed in Positano, a cliffside village on Italy’s Amalfi Coast, the new spot shows life well lived in a picturesque setting. Set to upbeat music, the video begins with a group of friends cruising along the coast, then suspended in a bustling bar where the bartenders are as much performers as servers. Finally, the party moves to the streets, where they dance, Peroni in hand. The spot ends by encouraging consumers to “live every moment.”

Airing on television in select markets including Los Angeles, Miami and New York, the ad will also air on digital channels and include complementary out-of-home and retail components.

Alongside the new campaign, Peroni is running a raffle where a legal-aged drinker could win $20,000 to move on to their next trip to Italy. Consumers can enter for a chance to win by visiting PeroniPassport.com. Prizes also include funds for a Peroni six-pack, or expedited passport fee, covered by Peroni.

Peroni has seen impressive growth in recent years, increasing dollar sales by 88% and volume sales by 93% since 2018, according to IRI.

In the four weeks ending February 20, it significantly outpaced its two main competitors in the US market, Stella Artois and Heineken. Peroni increased its dollar sales by more than 9%, while its competitors fell, according to IRI data. Additionally, Peroni’s sales velocity increased by more than 27% in 2021, according to IRI, while Stella increased by 3.4% and Heineken’s velocity fell by almost 20%.

As consumers gravitated toward more premium beers, Peroni cultivated its identity as a premium, superior import. Last year, it aligned itself with exclusive Mediterranean-inspired Secret Supper-like events and partnered with artisan Italian shoemaker M.Gemi, which Lauritzen says has helped drive growth.

“While some of our competitors are produced in the United States, Peroni has stayed true to its Italian roots and continues to be brewed exclusively in its home country. It has grown significantly in recent years, and we are excited to continue to drive that momentum with the new campaign,” says Lauritzen. “Peroni is a great beer, and people love it after they taste it. This campaign will put it in the hands of more consumers.”

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