• by Teresa Buyikian , April 4, 2025

Italian Food and Italian wine always go hand in hand. Expanding the category, an Italian beer maker is jumping into the kitchen with a noted Italian chef.

This week Peroni Nastro Azzurro announced the brand’s year-long partnership with Emmy award-winning TV personality and chef Giada De Laurentiis. The collaboration brings together  “two icons of Italian style, to bring authentic, elevated culinary experiences to U.S. consumers nationwide,” according to the brand.

The partnership kicks off with social content, consisting of De Laurentiis presenting culinary experiences like Peroni-infused recipes and tips for embracing Italian traditions. The content will run across all of Peroni’s social accounts.

"Peroni's crisp, refreshing taste and Giada's vibrant culinary sensibility offer a modern take on Italian living—inviting consumers to slow down, savor the moment, and embrace the art of Italian style in a fresh, inspiring way," said Courtney Benedict, vice president of marketing for Above Premium Beer at Molson Coors Beverage Company, in the announcement.

Peroni will host an experiential activation, “Aperitivo Hour with Giada,” at Pebble Beach near Los Angeles later this month, and at the New York City Food & Wine Festival in October.

The brand and De Laurentiis are promoting the live events and recipe content through their social platforms @peroniusa and @giadadelaurentiis. Giada is the author of the new cookbook “Super-Italian,” in addition to 10 other New York Times bestselling cookbooks.

Separately, Peroni Nastro Azzurro 0.0%, the brand’s non-alcoholic brew, recently marked the second year of its Scuderia Ferrari HP sponsorship with a video featuring Formula 1. As part of the brand’s continuing global ad campaign, “The Italian Way,” Peroni 0.0% released the short film, seen here, featuring F1 drivers Lewis Hamilton and Charles Leclerc titled “The Welcome Present.” The drivers are seen relaxing at an Italian villa while awaiting a welcome gift of cases of Peroni 0.0% driven to them through the beautiful Italian countryside.