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Gabrielle Shaw Communications // PR and Marketing

CASE STUDY

Peroni Nastro Azzurro

Creating an Italian Style Brand


Jewel in the crown of SABMiller’s beer portfolio, Peroni Nastro Azzurro is Italy’s number one premium lager and the fastest growing international beer brand. Over the past decade the brand has become an icon of Italian style – effortless, cool – and regularly seen on catwalks and in conversation with leading players of fashion, design, and gastronomy. Peroni’s brand story defies and redefines beer category norms.


OUR WORK TOGETHER - GSC has been a partner to Peroni Nastro Azzurro for over 10 years, and a part of its journey from relative unknown to one of the hottest brands on the market. Approaching the lager as a luxury item and premium brand, GSC helped shift the way that beer is perceived, and established a lifestyle association that made Peroni Nastro Azzurro a statement of intent rather than just a beverage.

Notable Projects Include


Emporio Peroni – the world’s first ‘no shop’ pop up with a twist – nothing but a bottle of Peroni on a plinth and a bottle guard

Peroni Aperitivo – bringing the Italian culinary tradition of ‘aperitivo’ to the world, with chef Giorgio Locatelli

Alessi Partnership – making Peroni synonymous with Italian design through a partnership with a widely renowned Italian design brand

Antonio Berardi Partnerships


Valigia – luxury accessory created epitomising the Italian values of craftsmanship, attention to detail, and quality – and how they relate to Peroni Nastro Azzurro

Bellagio – Limited edition capsule collection inspired by the beautiful and aspirational destination of Bellagio Italy

Il Bel Giocco – Supporting Peroni’s sponsorship of the Italian football team at the World Cup, GSC created the “Il Bel Gioco” concept - a global online community for “Fans of Italian Style” both on and off the pitch

Vogue Italia Partnerships

50 Years of Italian Style with Vogue Italia

The Visionary World of Vogue Italia

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    The Bellagio Capsule Collection

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    50 Years of Italian Style with Vogue Italia

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    The Visionary World of Vogue Italia Launch with Franca Sozzani, New York