• by Teresa Buyikian , October 25, 2024

Having a beer after a day of skiing is often a given, but now Peroni is providing a way to look fashionable while doing so.

This week Italian beer Peroni Nastro Azzurro, commonly known as Peroni, launched its latest collaboration with Alp N Rock, a luxury clothing brand known for being cruelty-free and environmentally friendly.

“Peroni Nastro Azzurro and Alp N Rock both share a commitment to high-quality craftsmanship, style, and an appreciation for premium and luxury experiences, which made the partnership to launch a premium co-branded collection a total no-brainer,” Cara Lauritzen, senior marketing manager, Above Premium Imports of Molson Coors Beverage Company, told Marketing Daily. “The result is a partnership that not only elevates the style and experience of après-ski for premium beer drinkers, but brings even more style to the world of beer.”

The limited-edition line of post-skiing clothes and accessories, entitled Après the Peroni Way, is co-branded with both companies’ logos. “Blending Italian flair with luxurious craftsmanship,” per the brand, the lineup includes both a men’s and women’s henley  covered in patches from various ski locations; an embroidered ivory and navy unisex half-zip sweater made from organic cotton and recycled polyester; ivory and navy beanies with a faux leather Peroni and Alp N Rock patches; and an ivory belt bag. Prices range from $298 for the half-zip sweater to $86 for the belt bag.

The brands are marketing the collab online on their social platforms, in addition to using  influencers.

"The collection positions Peroni as the perfect refreshing and crisp beer for après-ski, which we know is an elevated drinking occasion that continues to gain in popularity amongst fashion-forward, adventurous consumers,” Lauritzen added.

The collection is available on the Alp N Rock website while supplies last.