Peroni to create branded opera

Peroni Nastro Azzurro is creating its own opera, as part of its strategy to focus marketing on its “quintessentially Italian” heritage.

Opera di Peroni

Peroni Nastro Azzurro  is creating its own opera, as part of its strategy to focus marketing on its “quintessentially Italian” heritage.

The open-air opera, which includes audio-visual technology, will tour the UK later this year. It supported by an advertising and digital campaign as well as partnership with The Guardian.

The brand says Opera Di Peroni will celebrate Italian style and give a “contemporary twist to traditional Italian opera”.

Lucy Jordan, director of customer marketing at Miller Brands, which owns Peroni, says: “Opera Di Peroni combines Peroni Nastro Azzurro’s stylish and modern values with authentic Italian entertainment. The performances will appeal to Peroni Nastro Azzurro’s key demographic and reach a new generation of opera fans.

“Peroni Nastro Azzurro is the UK’s number one world beer and, as such, consumers are willing to pay more for its authenticity and style.”

The opera activity is part of a brand building summer push for Peroni. The world beer market is currently growing three times faster than the total lager category, according to the beer brand, and brewers are making a concerted effort to promote their world beers to capitalise on the opportunity.

Rival Heineken is plotting its most extensive campaigns for its Italian Birra Moretti premium beer.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here