Peroni Nastro Azzurro last weekend kicked off its third annual House of Peroni installation in New York, the first of four U.S. stops that continue through November.
The pop-up installation, hosted in partnership with the nonprofit Art Production Fund, features the work of artist and architectural designer Jenny Sabin, winner of the Museum of Modern Art’s 2017 PS1 Young Architects Program. Sabin’s creation for House of Peroni, titled LUSTER, is an interactive installation that doubles as a futuristic piece of art and a lounge space and full-service bar that pours beer and cocktails from Peroni.
More than 2,600 people walked through the New York installation, including celebrities and fashion insiders such as Olivia Palermo, which spawned media coverage in Metropolis, Us Weekly, Ok! and AOL, among others.
Programming included an event in celebration of the launch of New York Magazine’s The Cut podcast, a panel discussion with top female industry leaders and performances by Stephen Ludwig, Harley Viera-Newton and Glassio.
The House of Peroni now moves on to Los Angeles for a one-night event on Nov. 8 that will feature the fashion illustrator Jeanette Getrost and a performance by DJ Millie. From there it’s on to Miami and Washington, D.C.
The events serve to cement the fast-growing Italian import’s high-end, aspirational bona fides and come as U.S. importer MillerCoors plans its biggest push yet behind the Euro pale lager.
“We are excited to bring House of Peroni to four markets this year and to be collaborating with Art Production Fund and Jenny Sabin Studio, both of whom provide extensive credibility within art and design,” says Ali Webber, associate marketing manager for Peroni. “Their reputations within those communities have allowed us to extend our visibility and bring our brand ideals to life in a way that no other beer brand is doing.”
A key entry for MillerCoors in the above-premium space, the hottest segment in beer, Peroni today is the fastest-growing of the top 10 European import brands in the U.S. Year-to-date sales are up 14.5 percent in volume and 14.2 percent in volume, per Nielsen all-outlet and convenience data through Oct. 13.
MillerCoors has invested more than ever behind Peroni in the U.S. this year, adding seven new “priority markets” where it has dedicated sales and brand ambassador teams on the ground, hand-selling beer into select, prestige accounts. That’s up from 10 at the close of 2017 and just three in 2016. It will add even more next year.
Alongside its market expansion, MillerCoors plans a national advertising and marketing campaign for the brand, which dovetails with emerging beer industry trends of premiumization and sessionability. It also partnered with Martone Cycling Co. on a co-branded luxury bicycle that anchored retail displays and spawned media coverage nationwide over the summer and were given away during a sweepstakes.
With another boost in investment planned again for 2019, the brand is poised to grow even more, says David Schmid, senior director of marketing for Peroni. “We think Peroni is poised to be the next great European import beer brand.”