Peroni Nastro Azzurro, the UK’s most-loved premium lager brand,1 has unveiled a new, multi-year creative expression to showcase the heritage of the brand as an icon of effortless Italian style and support UK customers across on- and off-trade. Launching at the end of March 2026, Peroni Nastro Azzurro presents Only Peroni, a visually arresting new global brand platform that rightfully positions the brand as a stylish, Italian icon of the beer category. Because, as the Peroni family said at its launch in 1963: “Peroni Nastro Azzurro is more than a beer, it’s an Italian masterpiece.”
The campaign’s creative places Peroni Nastro Azzurro shoulder to shoulder with Italy’s legendary cultural symbols — the Trevi Fountain, The Birth of Venus, and Scuderia Ferrari. Inspired by the charming Italian habit of downplaying something that is clearly perfect, each masterpiece is described as “ONLY a fountain”, “ONLY a painting”, and “ONLY a car”.
Live from 23 March, Only Peroni will be supported through fully integrated communications with laser focus on digital channels to continue driving new audiences to the beer category. Channel mix will include video-on-demand and YouTube activity, as well as bespoke Instagram and TikTok creatives, and influencer partnerships.
A national outdoor advertising campaign across more than 100 high-traffic sites will launch from the end of April 2026, including an activation at Piccadilly Lights, London.
In trade, Peroni Nastro Azzurro will support its on-trade customers in driving footfall at the start of the summer season with elevated experiences in outlets across the UK that Only Peroni can deliver. The brand will sample more than 10,000 complimentary pints across UK and Ireland with visibility heightened through Peroni-branded merchandise and point-of-sale materials, including coasters, signs, font hangers, and staff lanyards. To help stockists make this the summer of Only Peroni, exclusive beer garden kits will also be available.
Taking Only Peroni across retail nationally, more than 2,000 activations will go live from late spring, with dedicated beer, wine & spirit aisle takeovers, striking digital signage, and gondola end placements to bring the brand across every off-trade touchpoint. Bespoke plans with multi-national retailers such as Tesco, Sainsbury’s, Morrisons, Asda, Waitrose, and Co-op will also be in place across spring and summer. In wholesale, the brand will introduce a much-anticipated new 10x440ml multipack to respond to consumer demand with depot activations in high-footfall Parfetts and Dhamecha sites. Bestway depots will also receive support to drive sales with front-of-outlet displays and social media activity to engage its customers.
Peroni Nastro Azzurro will continue to showcase Only Peroni across summer 2026 through its flagship brand partnerships at Royal Ascot (17-20 June) and BST Hyde Park Festival (26 June-12 July) and offer exclusive experiences via the Club Peroni app.
