Peroni’s new ad celebrates Italy and ‘la dolce vita’

Peroni Nastro Azzuro is back on the airwaves in the U.S., kicking off its first new TV campaign in two years.

The Italian import, which has nearly doubled its volume sales between 2018 and 2021, according to IRI, launches its new campaign March 14. The lively spot aims to transport people to the Italian coast, says Cara Lauritzen, senior marketing manager for Peroni.

“Peroni’s all about living with the passion and flair of la dolce vita. We want people to embrace 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 being well-lived against a picturesque backdrop. Set to bouncy music, the video starts with a group of friends sailing along the coast, then hanging at a busy bar where the bartenders are performers as much as servers. Finally, the party moves to the streets, where they dance, Peroni in hand. The spot ends encouraging consumers to “Live Every Moment.”

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

Along with the new campaign, Peroni is launching a sweepstakes where one legal-age drinker could win $20,000 to upgrade to their next trip to Italy. Consumers can sign up for a chance to win by visiting Prizes also include funds toward a six-pack of Peroni, or expedited passport fees, covered by Peroni.

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

Over the four weeks ending Feb. 20, it’s far outpaced its two main competitors in the U.S. market, Stella Artois and Heineken. Peroni has grown dollar sales by more than 9%, while its competitors have fallen, IRI data show. Additionally, Peroni’s sales velocity grew more than 27% in 2021, according to IRI, while Stella grew 3.4% and Heineken’s velocity fell nearly 20%.

As consumers have turned toward more premium beers, Peroni has cultivated its identity as an above-premium import. The last year has seen it aligning with exclusive, Mediterranean-inspired Secret Supper events and partnering with handcrafted 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’s grown significantly in the last few years, and we’re excited to continue driving that momentum with the new campaign,” Lauritzen says. “Peroni’s an excellent beer, and people love it after they try it. This campaign will get it in more consumers’ hands.”