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(Courtesy Molson Coors)
On March 2, the 97th Academy Awards will be taking place in LA and Peroni Nastro Azzurro will be getting the red carpet treatment.
Here’s the deal…
Peroni Nastro Azzurro is a premium pilsner beer from the brewery, Peroni di Roma, in Rome, Italy.
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 now Peroni Nastro Azzurro will be making a stylish appearance at one of the biggest pop-cultural events of the year, the 97th Academy Awards.
Beer commercials that air during major events like the Oscars tend to be more cinematic and storytelling-driven compared to the humor-heavy ads seen during the Super Bowl. So it’s a perfect fit, for Molson Coors’ Premium Lager which is known for its stylish and sophisticated marketing, often leaning into its Italian heritage with sleek cinematography, high fashion, and luxurious settings.
(Courtesy Peroni)
“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 told Beer & Beyond. “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.”
And for many making an Oscar appearance is as important as showing up at the Super Bowl. It’s an enormous stage. According to Nielsen, the 96the Academy Awards was the most-watched entertainment telecast of 2024, and one of the top non-sports shows broadcast live.
During the telecast, Peroni Nastro Azzurro will air an ad showcasing the evolution of its “Live Every Moment” campaign that Cramton says will bring Italian style and flair to center stage on Hollywood’s biggest night.
And Peroni will be backing up its spotlight appearance with a big r award-show-themed presence at retail as a huge social media blitz leading up to the show…
“This year, we are dedicated to reinforcing Peroni as the No. 1 brand of Italian beer,” Crampton added. “It all starts with the Oscars. This is our moment to make a statement.”
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