Peroni Nastro Azzurro invites consumers to embrace the ritual of Passeggiata

Author: Communications Team

Date: 19 07 2019 00:00

Peroni Nastro Azzurro invites consumers to stroll into summer, embrace 'vita con stile' and the ritual of Passeggiata

LONDON, July 2019 Reflecting the heart of Italian culture, style and craftsmanship, Peroni Nastro Azzurro, the UK’s number one Super Premium beer brand is launching a new global advertising campaign for the summer, ‘Vita con Stile’The multi-million-pound campaign showcases the heartland of living life with true style and celebrates daily traditions in Italy through play, family, love, friendship and the concept: ‘It’s not where we go, it’s how we get there’. Launched in the UK, ‘Vita Con Stile’ is based on consumer insight which validates how ‘style’ has moved on beyond how people look and is now a reflection of internal confidence - how it is expressed and the way people choose to live their lives through it. 

The ‘Vita Con Stile’ campaign features a series of different chapters and is opening with ‘La Passeggiata,’ an ode to the early evening ritual of a stroll which Italians routinely take - to walk, connect and socialize. The multi-generational creative pays tribute to the iconic Italian beer that was created in 1963, during the glorious years of LaDolce Vita and showcases the inherent role family, friendship and fun plays in the fabric of the Italian lifestyle by tapping into rituals and re-imagining these for life today.

Directed by award winning director, Jake Nava, and shot with an Italian crew and cast, ‘La Passeggiata’ showcases the vibrant, and stylish spirit of Peroni Nastro Azzurro. Each of the different inter-weaving stories is supported by a lively background musical track from international singer Jain.  The Omni-channel campaign will roll out worldwide across digital, cinema, out of home, and is supported by PR activity. 

In the UK, Peroni Nastro Azzurro continues to be the most valuable premium and super-premium beer in the on-trade, with a 52% value share of the wider super-premium beer category. In the on-trade, Peroni Nastro Azzurro has driven value growth ahead of the category, with an even stronger performance in the off-trade.

As it strives to offer more choice to consumers within the beer category, Peroni has a proven track record of successful innovations. In 2016, the portfolio expanded to include Peroni Nastro Azzurro Gluten-Free, which also continues to lead the market as the ‘free-from’ favourite with 51% market share of the sub-category[3]. Now entering the ever-growing no- and low-alcohol beer category, Peroni Libera 0.0%, launched in the UK in January 2019, is set to generate additional value by bringing style to the world of alcohol-free beer without compromising on the taste.

Watch the full ‘La Passeggiata’ film at and learn what gives Peroni Nastro Azzurro its unrivalled provenance, integrity and true Italian taste visit

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