Canada gets a taste of Italian style with new Peroni series
Asahi is boosting Peroni Nastro Azzurro’s presence in Canada by launching a campaign that doubles down on its Italian roots and heritage as well as reconnects the brand with the art of hosting and entertaining. db finds out more.
The new campaign titled “A Taste of Italian Style,” features author and television personality Antoni Porowski and centres on a digital video series filmed in Milan.
‘Culture, cuisine, style and way of life’
The series follows Porowski as he explores Italian food culture and demonstrates hosting ideas tied to aperitivo, pizza nights and entertaining at home with friends. The campaign was first showcased on Peroni Canada’s Instagram platform and sets out to position the beer brand as integral to summer entertaining occasions in Canada.
Speaking to the drinks business, about the company’s reasons for amplifying its Italian roots in the Canadian market, Asahi Canada senior marketing manager – global brands Katelyn Gomes said: “Canada was a natural market for this campaign because Italy holds a uniquely aspirational place in the minds of Canadians. Consistently ranked among Canadians’ most favourably viewed countries, Italy is admired for its culture, cuisine, style and way of life. From the enduring popularity of Italian dining to the growing appreciation for aperitivo culture and elevated entertaining, the values that define Italian living – quality, craftsmanship and bringing people together – naturally resonate with Canadian consumers.”
‘Quality ingredients, effortless style and bringing people together’
Gomes admitted that “at the same time, we continue to see strong interest in at-home entertaining, travel-inspired dining, and elevated everyday occasions, especially through food, travel-inspired experiences, and hosting. Italian culture embodies that through its emphasis on slowing down, a focus on quality ingredients, effortless style, and bringing people together”.
With this in mind, Gomes told db that “for Peroni Nastro Azzurro, this campaign was an opportunity to authentically celebrate the brand’s Italian roots in a way that feels both aspirational and relatable for Canadians. Whether it’s a pizza night with friends, aperitivo on the patio, or simply elevating everyday moments, there’s a natural alignment between Italian-style living and how many Canadians want to entertain and connect today”.
She explained: “As the world’s number one premium Italian beer, we wanted Canadians to feel this vibe whenever sipping on a chilled Peroni Nastro Azzurro, and this campaign was designed to capture and celebrate that feeling.”
Describing the campaign, Porowski said: “Partnering with Peroni Nastro Azzurro felt like a natural extension of my love for Italian food and my travels throughout Italy. Those experiences have shaped how I approach cooking and hosting in a way that’s intentional yet effortless. Whether I’m making pizza at home or hosting an aperitivo with friends, Peroni Nastro Azzurro is my go-to pairing; it transforms everyday moments into something that is considered to be a little bit more stylish.”
Partner Content
The campaign also features an episode connected to the Canadian Grand Prix featuring Formula One driver Charles Leclerc, who is also a global ambassador for the Peroni Nastro Azzurro 0.0% beer brand.
In the episode that reinforces their relationship with the beer, Leclerc and Porowski prepare a pizza that has been inspired by their travels across Italy.
Food, entertaining and lifestyle-focused occasions
Asahi insisted that ‘A Taste of Italian Style’ is designed to connect Peroni’s Italian identity with food, entertaining and lifestyle-focused occasions between food and beer during the height of the summer.
Describing why the company has made efforts to boost its Italian heritage messages to a Canadian audience, Asahi Canada head of marketing Joy Ghosh said: “A Taste of Italian Style is about celebrating Peroni Nastro Azzurro’s Italian heritage and inspiring Canadians to embrace a more intentional, effortless, and elevated approach to everyday living.”
Ghosh noted: “From aperitivo to pizza nights with friends, Peroni Nastro Azzurro brings a sense of style and Italian living to any occasion, elevating everyday moments and making it the perfect choice for entertaining all summer long.”
Italian living
He added: “From aperitivo to pizza nights with friends, Peroni Nastro Azzurro brings a sense of style and Italian living to any occasion, elevating everyday moments and making it the perfect choice for entertaining all summer long.”
Asahi also revealed that the campaign follows the announcement of Porowski’s upcoming National Geographic series Best of the World with Antoni Porowski which is set to hit screens before the summer.
Speaking about Peroni’s recently boosted presence in Canada, Ghosh recently pointed out that while in some markets overall “the beer segment may be declining” it needs to be known that “Asahi Canada is growing and growing fast”.
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