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.

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.