✓ Peroni Nastro Azzuro has been a rising star in Molson Coors’ U.S. portfolio and is building momentum into the summer, up over 11% Year-to-Date
✓ To keep Peroni front of mind in culture, it’s launching “Peroni Portals,” reimagining Italy’s centuries-old wine windows for drinkers across the U.S.
✓ As Molson Coors fuels its ambitions for a well-rounded portfolio that meets more consumers in more occasions, Peroni helps bolster AP Beer offerings
Peroni has been a rising star in Molson Coors’ U.S. portfolio for the past decade. And while its steady growth has been well-documented, you could say its ascendance warrants further attention.
In 2026, Peroni’s dollar sales grew by over 11% according to Circana year-to-date through July 12, with growth accelerating in the latest 13 and four-week reads.
Elizabeth Hitch, VP of Marketing, Above Premium Beer, attributes Peroni’s success to the brand having a clear promise to drinkers to bring Italian style to any moment. Peroni kicked off the year with a robust media presence and activations with Giada De Laurentiis in winter’s biggest spectacle, and it hasn’t looked back.
“Peroni is bringing Italian style to everyday life, drinkers are taking notice, and the results show,” says Hitch. “Peroni knows exactly what it is. It’s bringing authentic Italian style to people who want to make everyday moments more memorable.”
Peroni’s recent performance supports that perspective. The brand ranks top-5 in dollar sales growth YTD among top-25 imports and is far outpacing the import segment, which is up just 1.5% in dollar sales YTD according to Circana through July 12.
The brand is continuing to fuel its success this summer, because nothing says Italy quite like summertime. So in Italian-summer spirit, the brand recently rolled out a window into La Dolce Vita...
Introducing, Peroni Portals
We’re talking Pane di Peroni focaccia made with the beer, traditional Italian wine portals that serve Peroni, and a chance to slow down and enjoy a beer with friends and family.
Peroni Portals are the definition of making premium feel attainable, inspired by Italy's historic Buchette del Vino. Now, Peroni is reimagining the country's centuries-old wine window tradition at U.S. bars coast to coast, no passport required.
The first portal launched in NYC with Giada De Laurentiis, and now, they’re going on a nation-wide tour where they’ll appear in over 10 markets through August. It’s a real-world activation that builds on the brand and Molson Coors’ consumer-first mindset.
Whether it’s an Italian-style beer in LA or Tampa, all you need to do is find that Peroni Portal and be transported to Italy. Visit peroniusa.com/portals to learn more.
Meeting more consumers in more occasions continues to be a priority for Molson Coors, and Peroni is becoming more integral to that charge.
With portals meeting consumers where they are across the country, continued work with premium partners such as Giada and Scuderia Ferrari HP, media spend in premium sports, and year-round retail support, Peroni’s plans are designed to attract drinkers to the brand while expanding it to more cities for more people to participate.
“What excites me most about Peroni right now is that it has both momentum and a huge opportunity to introduce more drinkers to the brand,” says Hitch. “The strongest brands don’t chase trends, they build relevance by staying true to who they are. As we bring experiences like Peroni Portals to life and continue investing behind the brand, we see an opportunity to welcome even more consumers into the world of Peroni.”