Peroni Beer Makes Buzzy Fashion Statement At Academy Awards

(Courtesy Molson Coors)

On March 2, the Academy Awards is took place in LA, where Peroni Nastro Azzurro beer made  a buzzy fashion statement that, in a world of male beer fans, couldn’t be more female.

Here’s the deal…

Peroni Nastro Azzurro is a premium pilsner beer from the brewery, Peroni di Roma, in Rome, Italy.

(Courtesy Sara Jaye Weiss / Peroni)

Brewed to the original recipe since 1963, it has rapidly been gaining market share in the US “premium” beer segment. So much so that Molson Coors began brewing Peroni at the company’s Albany, Georgia brewery in 2024 to ensure its freshness.

And last night Peroni Nastro Azzurro made a stylish appearance at one of the biggest pop-cultural events of the year, the 97^th Academy Awards. launching an evolution of its “Live Every Moment” campaign.

But that wasn’t the only place where the brand was looking to broaden its female cred.

Peroni teamed up with the global luxury brand Judith Leiber Couture, who crafted a one-of-a-kind purse in the shape of a Peroni bottle.

And to showcase this flashy accessory, the beer partnered with model, fashion designer, and American socialite Nicky Hilton Rothschild, also a Peroni  fan, to sport it on the red carpet at the awards.

While the Peroni purse is a one-of-a-kind item, the brand also created bag charms that are miniature crystallized replicas of Peroni’s bottle that sold out almost immediately

Designed in collaboration with A-Morir, the visionary accessory brand and crystallization studio, the hand-embellished charms feature 275 European crystals to match Peroni’s colorful green bottle and signature blue ribbon on its label.

(Courtesy A-Morir / Peroni Nastro Azzurro)

And thanks to numerous celebrities and fashion influencers, these style accessories are showing up on runways and all over social media. Currently, there are over 200K bag Peroni charm-related hashtags on TikTok.

“Judith Leiber Couture designed a piece that truly brought the style of Italian culture to life for Hollywood’s biggest night,” says Director of Marketing for Imports Liz Cramton told Beer & Beyond.

“From Hollywood’s biggest night to everyday style moments,” Cramton added,  “Peroni is about celebrating with passion, style, and of course, great beer.”

###