The Italian lager is partnering with Secret Supper to create a culinary experience. Peroni tells Italianfood.net for the reason behind this campaign, “so many people have had to miss out on trips abroad this past year – especially Italy, Peroni’s home country – this summer felt like the perfect time to come together to bring a taste of Italy to the states through a unique culinary experience through a special night out.”
‘A Taste of Italy with Peroni’ Secret Supper events will be hosted in Miami, New York, and Los Angeles throughout the summer and will follow Covid protocols. Secret Supper creates experiences gathering people around the table. Peroni aims to bring timeless, Italian sophistication to celebrations in each city by pairing the Italian lager with Secret Supper’s elevated outdoor Supper experience. Fans can purchase tickets through Secret Supper’s email list at secretsupper.co/peroni.
In a press release announcing the campaign, Cara Lauritzen, Senior Marketing Manager for Peroni said, “No matter your travel plans, we look forward to channeling la dolce vita stateside this summer, whether it be through a bespoke dinner hosted with our partners at Secret Supper or the chance for one lucky fan to cross that dream Italian getaway off their bucket list later this year.”
CONTEST TO WIN $20,000 TOWARDS AN ITALIAN DESIGNER WARDROBE
The sweepstakes offers fans of the beer who are dreaming of a trip to Italy to win a luggage set and an Italian designer wardrobe. To enter the contest visit: www.peroniupgrade.com.
DRINKING TRENDS FOR 2021
According to the International Wines and Spirits Record (UK) at home consumption rose during the pandemic. As the world returns to normal, IWSR advises brand owners will need to re-evaluate their investments between bricks & mortar and on-premises channels. Something to watch out for is the ready-to-drink (RTD) alcohol category. It includes hard seltzers, flavored alcohol beverages, and pre-mixed cocktails is showing growth out pacing other alcohol categories globally according to IWSR.
According to Technavio, the low-alcohol beer market is expected to grow by USD 3.65 billion during 2021-2025. A couple of considerations for the market forecast include: Impact of lockdowns, supply chain disruptions, demand destruction, and change in customer behavior.
PERONI’S HISTORY IN THE US MARKET
Peroni Nastro Azzurro entered the US market in 2005. In 2019, the Italian beer brand launched its first US national campaign Birra Beautifully. While the beer is well known in the US, Peroni tells Italianfood.net, the company sees consumers learning more plus are loyal to the brand, especially as warm weather hits. The beer was born in 1963 in Italy, it is a pale, golden lager with a crisp, refreshing taste, with balanced aroma and notes of citrus and spice.
Elena Isella