Yearly because the temperatures warmth up, so does the general public debate: what would be the drink of the summer season? Will or not it’s a margarita, a frosé, or some form of spritz?
Enter a brand new contender: Peroni Italian Beer Ice, a limited-edition, frozen deal with infused with Peroni’s Italian lager.
Peroni Nastro Azzurro collaborated with chef, creator, and TV character Giada De Laurentiis and ice cream model Tipsy Scoop to create its boozy twist on a traditional Italian ice. Peroni Italian Beer Ice is being offered on-line in six-packs for $49.
The launch is accompanied by a 30-second advert that playfully nods to Italian nostalgia and De Laurentiis’ character. Company High quality Meats is behind the marketing campaign.
Right this moment (July 1), a Peroni Italian Beer Ice truck will roam New York Metropolis, stopping at Child Luc’s Pizzeria in Brooklyn with an look by De Laurentiis.
That is the newest chapter in Peroni’s year-long partnership with De Laurentiis, which incorporates seasonal recipes and culinary activations.
Peroni Beer Ice additionally continues the model’s platform, encouraging folks to embrace Italian existence, “slowing down and savoring life’s easy pleasures in fashion,” mentioned Courtney Benedict, vp of selling, above premium beer at Molson Coors Beverage Firm.
“It’s an instance of how we’re infusing la dolce vita into the world of beer,” she mentioned.
The frozen deal with helps folks decelerate whereas consuming, “as a result of in any other case you may get mind freeze, and that’s simply the worst,” Gordy Sang, co-founder and chief inventive officer of High quality Meats, advised ADWEEK.
La dolce birra
Peroni’s current advertising and marketing has tried to deal with model challenges similar to sustaining its premium positioning and adapting to evolving shopper preferences in a “troublesome and cluttered [beverage] market,” Carly Burford, world model director for Peroni Nastro Azzurro, advised ADWEEK earlier this yr.
For instance, its alcohol-free beer, Peroni Nastro Azzurro 0.0% cemented a five-year partnership with Method 1 staff Scuderia Ferrari. Its marketing campaign in March performed on Italian tropes to welcome driver Lewis Hamilton to the staff.
Peroni has set a purpose to turn into a high 10 beer model by 2030.
However the sector total is going through challenges as beer consumption within the U.S. declines, with beer gross sales {dollars} down by 6.4% over Memorial Day weekend alone, in accordance with Circana knowledge. Gen Z reportedly drinks much less alcohol in comparison with earlier generations.
