✓ Peroni Nastro Azzurro is teaming up with Giada De Laurentiis for a year-long culinary partnership, where she’ll share entertaining tips and new recipes
✓ De Laurentiis will bring her authentic Italian style to Peroni’s social media, activation programming and at retail
✓ She will also appear with the brand at numerous food festivals around the country
Last year, Molson Coors promised that “2025 is the time to unleash Peroni Nastro Azzurro.” Now the brand has one of the biggest celebrity chefs to help it do that.
Giada De Laurentiis, the award-winning chef, author, TV personality and founder of Giadzy, a lifestyle and e-commerce platform, is teaming up with Peroni Nastro Azzurro for a year-long culinary partnership.
VP of Marketing Above Premium Beer Courtney Benedict says that Giada is an ideal partner to bring the brand to life for its consumers because both have Italian roots and embrace living “La Dolce Vita.”
“Peroni Nastro Azzurro continues to elevate everyday moments with authentic Italian style, and our partnership with celebrity chef and TV personality Giada De Laurentiis is the perfect expression of that,” she says. “Together, Peroni’s crisp, refreshing taste and Giada’s vibrant culinary sensibility offer a modern take on Italian living—inviting consumers to slow down, savor the moment, and embrace the art of Italian style in a fresh, inspiring way.”
The partnership will give Peroni’s 21+ fans custom Giada social content that will appear across high impact media buys on Peroni’s social channels. This custom content will include new recipes created by Giada, Italian-inspired tips for entertaining at home, and feature unique culinary experiences – such as sponsorships across some of the biggest food festivals in the country, including Pebble Beach and New York City Food & Wine Festivals.
Giada says she couldn’t be more excited to start the partnership.
"Nothing brings me more joy than sharing a delicious Italian meal with friends and family. And what better way to elevate the experience than with a classic Italian-style beer like Peroni?” says De Laurentiis. “I'm excited to put a fresh, new spin on beloved Italian traditions in partnership with the world's premier Italian beer brand.”
This continues to be a busy year for Peroni. The beer brand recently brought Italian flair to the glitziest red-carpet event of the year with a spot that aired during the awards, reaching nearly 20MM viewers, and a one-of-a-kind Peroni purse designed by Judith Leiber. Peroni Nastro Azzurro 0.0%, the brand’s popular non-alcoholic brew, also continues its partnership with Scuderia Ferrari HP, one of the most successful teams in racing history.
Benedict says that Peroni has even more in store for 2025, with announcements coming soon.
“2025 is all about driving awareness and passion for Peroni, and now with Giada as an official partner, we are ready to do just that,” she says.