Coming off the best year in its history in which it posted 64.3% growth on the strength of its first national campaign, Peroni Nastro Azzurro is poised to invest even more in 2020.
The Italian import, which has increased its share of the European imports category by more than 50% since the launch of its “Birra Beautifully” marketing campaign in 2019, is seeking this year to further strengthen its ties to the worlds of food, film, fashion and design with three new national television spots and a presence at several major cultural events.
“'Birra Beautifully' has been a huge success. We are beating every expectation we had for this brand. Our cans are growing by leaps and bounds, and we’re gaining draft handles faster than ever before,” says Katie Feldman, senior marketing manager of North American imports at Molson Coors. “Peroni has a huge year ahead of it. This brand’s star is rising.”
A key part of Molson Coors’ effort to grow its above-premium brands amid a larger consumer shift to higher-end products, Peroni plans to stay the course with its 2020 campaign, which is rooted in the same themes that fueled last year’s campaign: its Italian heritage, high-end style, its classic blue and white stripes, and signature music.
Its new spots, two of which already are on the air on TV and online video, “will continue to look and feel different than any other brand to ensure drinkers and all their friends know that Peroni is the best high-end beer for them,” Feldman says.
Peroni also has secured invites to some of the biggest cultural events of the year. It kicked off 2020 with a presence at the Screen Actor Guild Awards and the Sundance Film Festival and aired spots during the E! network’s red carpet coverage of the Academy Awards and ABC’s Oscars pre-show.
On top of that, the brand will be the official beer of the 2020 ESPYs, a sports-centric awards show in which athletes showcase their high-end style.
After laying the groundwork for its culinary world credentials in 2019 with a featured presence at the Aspen Food & Wine Festival, Peroni plans a return this year, as well as at other Food & Wine Magazine-sponsored events across the country.
“With Peroni, drinkers see us as a hyper-stylish brand that signifies luxury, even in occasions where beer typically is overlooked,” Feldman says. “And we intend to keep it that way.”