Molson Coors Beverage Co has announced details of a wine window-inspired marketing move for the Peroni Nastro Azzurro brand in the US.
The “coast-to-coast” campaign will see Molson Coors install pop-up ‘Peroni Portals’ – windows where consumers can buy a beer, inspired by Italy’s ‘buchette del vino’ tradition. The first will be opened in New York City on 24 July, with a guest appearance from celebrity chef Giada De Laurentiis (above).
The pop-up windows will then tour the US throughout August, with events planned in California, Connecticut, Florida, Illinois, Massachusetts, Nevada, New York, Pennsylvania, Texas, Virginia and Washington DC.
Consumers can sign up for tickets for the pop ups via a dedicated page on the Peroni brand’s website. De Laurentiis, who is known for presenting Food Network shows including Everyday Italian, Giada at Home and Giada In Italy, will be serving her Pane di Peroni focaccia recipe – which is infused with the lager – at the debut pop-up in New York.
“With Peroni Portals, we’re bringing one of Italy’s most charming traditions, the iconic wine windows, to cities across the US, giving people a chance to experience aperitivo culture and enjoy a refreshing twist of la dolce vita with Peroni …,” said Elizabeth Hitch, VP of Marketing for Molson Coors’s Above Premium Beer division.
In May, Asahi – which acquired Peroni Nastro Azzuro in 2016 and owns the rights to the brand outside of the US – kicked off a UK activation called ‘Only Peroni’. Molson Coors holds the exclusive rights to brew, import and distribute Peroni in the US.
