Peroni Nastro Azzurro is giving spritz a twist with a new kind of six-pack.
The imported Italian lager is teaming up with famed fragrance house Ellis Brooklyn to release the Italian Spritz Collection, six unique fragrances that are designed to mimic a journey through Italy. Each fragrance was chosen to pair with a Peroni-inspired spritz recipe.
“Peroni and Ellis Brooklyn are bringing the Italian coast and countryside to America this summer, just in time for spritz
The six-pack of travel-sized unisex fragrances are available on Ellis Brooklyn’s website for $140. The limited-edition set’s scents include: West, Sweet, Sunfruit, Salt, Bee, and Super Amber. They come packaged in a Peroni-branded blue-and-white striped pouch with a travel booklet of Peroni-inspired spritz recipes that pair with each fragrance.
“These are sophisticated, multi-layered scents that are crafted in very small batches,” Gerlach says. “When they’re sprayed, the scent notes pair perfectly with the taste of the cocktail.”
Peroni has worked this year to remind legal-age drinkers of its Italian heritage and Italians’ zest for life. In March, the brand released a lively new TV ad – its first in two years – featuring the colorful and picturesque Amalfi Coast.
Molson Coors also has worked to cement consumers’ perception of Peroni as a premium import by inking partnerships with luxury brands like Italian shoemaker M.Gemi and upscale dining club Secret Supper.
That’s helped the brand continue its growth trajectory, where it’s outpaced the import category year-to-date in the off-premise, according to IRI multi-outlet and convenience store data through June 5. Peroni is up 3% in dollar sales, while it's outperforming key competitors Stella Artois (-7.5%) and Heineken (-9.5%).
In the on-premise, Peroni has roared back, growing dollar sales more than 65% year-to-date versus the prior year, according to CGA/Nielsen data.
“People know when they drink Peroni, they’re elevating their occasions,” Gerlach says. “And our stylish consumers are looking for spritz cocktails right now. We want Peroni to be a part of that, and we know they’ll continue reaching for Peroni this summer, no matter where they are.”