✓ Peroni’s new campaign, “Here for the Nastro Azzurro,’ spotlights winter sports and blue-ribbon moments
✓ The brand is once again teaming up with Giada de Laurentiis, releasing limited-edition gold bottles
✓ The campaign furthers Molson Coors’ commitment to high-profile moments for consumers and customers
With winter’s biggest spectacle upon us, all eyes will be on the skis, the skates and the sleds. But the athletes won’t be the only ones going for blue ribbons.
Peroni Nastro Azzurro is, too. Nastro Azzurro, meaning “blue ribbon” in Italian, has appeared on bottles and packages of the iconic beer brand for decades – a symbol of heritage and a commitment to excellence.
That’s why the No. 1 Italian beer brand* is making blue-ribbon moments attainable for 21+ winter sports fans in the U.S. and showing up big with its new campaign “Here For The Nastro Azzurro.” In addition to the new work, Peroni is once again teaming up with Emmy Award-winning Italian-American chef, author and TV personality, Giada De Laurentiis, to help Peroni drinkers celebrate winter sports this season.
“This campaign celebrates the joy in everyday moments, bringing people together over something real, beautifully crafted, and with unmistakable Italian style. It’s about making people want to reach for Peroni in the moments that matter,” says Chief Marketing Officer Sofia Colucci. “From the slopes, to the ice, to sitting around the fireplace, and everything in between, Peroni is there to make everyday moments feel blue-ribbon worthy.”
For an Italian moment that will be enjoyed around the world, Peroni is ready to drive awareness and help consumers cheer for the blue-ribbon moments beyond the podium.
Ski Jumping to the Bar
Peroni’s “Here For The Nastro Azzurro” campaign, including a new TV spot, will roll out across streaming, broadcast, print, digital, and social touchpoints throughout the winter season.
The TV spot opens with a ski jumper soaring above a vintage Peroni truck and high into the sky. After a graceful flight, he arrives not at a landing zone surrounded by fans, but at a snow-kissed après bar. There, we find out which blue ribbon the ski jumper was so focused on:
Peroni Nastro Azzurro.
Watch the :15 spot here:
As Molson Coors has increasingly prioritized Peroni in the U.S., so too has the company increased its media investment behind the brand — including another planned step-up for 2026. And it all builds on Peroni’s strong momentum, which saw volume growth of 25% in Q3 2025 from the prior-year period, and is up around 15% in dollar sales vs a year ago in US Food for the last 26 weeks ending Jan. 4, according to Circana.
Giada and Peroni are going for the hardware
Top-tier support for the brand means top-tier partnerships, and Peroni is bringing its work with Giada from the Italian summer to winter in the Alps.
The brand is teaming up with Giada to release limited-edition gold bottles featuring a real blue ribbon around the neck, a 5K solid gold cap, and Peroni’s sleek bottle design engraved into the surface.
And no, you don’t need to speed-skate, bobsled, or alpine ski with the best of them to get one! All you need to do is visit PeroniUSA.com/NastroAzzurro for a chance to win or purchase the limited-time bottle yourself.** Giada will be promoting the sweepstakes through an online video, continuing her robust digital support of the brand.
All in, Peroni’s winter plans further bolster Molson Coors’ commitment to operate closer to the consumer and customer, deploying its full portfolio to win more occasions and be a part of more celebratory moments. From a large-scale TV presence to continued partnership with Giada, the No. 1 Italian beer brand* is flexing its right to win and drive awareness during Italy’s big winter moment.
“This year is chalk-full of large-scale events that our brands have to be a part of, because that’s what our consumers are watching and what they’re passionate about,” says Colucci. “Whether it’s winter sports with our new Peroni campaign, or a big summer soccer tournament and America’s 250th anniversary for our core beer brands, our entire portfolio is ready to meet the moments and lead the celebrations.”
*SOURCE: GlobalData, Global Italian Beer Brands, 2024
** NO PURCH. NEC. Open to legal res of 50 US(DC), 21+ only. Ends 2/22/26 at 11:59 p.m. CT. See Rules at PeroniUSA.com/NastroAzzurroSweeps for entry and prize details & odds. Void where prohibited. Additional bottles available for purchase while supplies last. Limited quantities.