Sponsorships: Peroni Brews Up Fashion Week Presence - Event Marketer

Sponsorships: Peroni Brews Up Fashion Week Presence

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Upscale Italian beer brand Peroni Nastro Azzurro is looking to break boundaries and challenge the traditional beer drinking market to capture the attention of stylish consumers at Mercedes-Benz Fashion Week. The beer which last year entered a two-year sponsorship of the event is the official beer of Fashion Week events in New York City Miami and Los Angeles.

To ensure everyone gets a taste of Italian culture and couture Peroni is served in a chic sterling silver champagne bucket at the fashion tent doors by Peroni models. Outfitted in stylish Peroni gear the models greet people as they arrive and open car doors for them serve Peroni in the W Hotels backstage lounge for key events and serve Peroni backstage for key shows.

“Italy is the birthplace of style ” Mike Browne director of imports/specialty brands at parent company Miller Brewing told Buzz. “Many of today’s style icons were created in 1960s Italy—from Vespas and slender-cut suits to the origination of mod. Peroni is Italian style applied to beer. We know our consumer is very specific about the brands they choose seeking products that reflect their sense of style. And that is what makes our sponsorship of and presence at Fashion Week so appropriate.”

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