Peroni Nastro Azzurro is ready for its close-up.
At its annual distributor conference in September, Molson Coors announced that 2025 would be the year of Peroni, as it planned to dedicate substantial support to scale the brand.
Now it’s picking the most stylish award show to start making that splash – the 2025 Academy Awards on March 2.
“The Academy Awards hits on all the passion points that are important to our consumers – style, film, and pop culture,” says Liz Cramton, Marketing Director for Imports. “Peroni mixes premium ingredients with Italian style, making it the perfect complement to the Oscars, whether you’re toasting on the red carpet or watching from home.”
The Oscars, as the award show is also known, is also a huge stage for the brand. According to Nielsen, it was the most-watched entertainment telecast of 2024, and one of the top non-sports shows broadcast live.
During the event, the brand will air an ad showcasing the evolution of its “Live Every Moment” campaign. Cramton says that the ad will bring Italian style and flair to center stage on Hollywood’s biggest night.
Before any celebrities walk the red carpet, Peroni has award-show-themed retail and digital tools, along with paid media support. “We’ll have 360, through-the-line support for Peroni,” she says. “This year, we are dedicated to reinforcing Peroni as the No. 1 brand of Italian beer. It all starts with the Oscars. This is our moment to make a statement.”