Our iconic Italian brand launches its new entertainment and brand experience concept for the first time in Rome, Italy, where it all began in 1963.

Italy's first House of Peroni Nastro Azzurro has launched in Rome, a concept in homage to the world's most-loved super-premium Italian beer that embodies authentic Italian style, taste, and culture.

Drawing on the elegance of host venue Palazzo Dama, last week’s House of Peroni Nastro Azzurro launch evening celebrated the well-loved Italian beer that is recognised and enjoyed around the world. The experience honours Peroni Nastro Azzurro through a perfect serve in surroundings soaked with traditional and uplifting Italian culture to ensure guests fall in love with the iconic brand.

The Opening Event focused on Italian hospitality with a high-quality gastronomic experience and beer mixing. Guests were treated to three beer-based cocktail infusions – PERONI NASTRO AZZURRO Spritzettino, PERONI NASTRO AZZURRO Negroni and PERONI NASTRO AZZURRO Passione – conceived by one of the world's most appreciated mixologists Simone Caporale, brand ambassador of PERONI NASTRO AZZURRO. Globally renowned pizza chef and brand ambassador Gino Sorbillo made pizza for the guests on the night, in the company of artists presenting themselves through high-impact 'living installations' and visual performances. The DJ set started with Vanessa MC Alexander and ended with the main performance of DJ Pascal Moscheni, and enticed many guests and well-known Roman and Italian celebrities to dance.

The experience goes beyond the opening night: a significant number of events will run from lunch until late from May to October, throughout the Roman summer with many special guests and performers to bring Peroni Nastro Azzurro's 'LIVE EVERY MOMENT' philosophy to life. In addition to Simone Caporale and Gino Sorbillo’s gastronomy, acts including Omar Hassan, eclectic Milanese artist who will present "On the streets" (Baldini + Castoldi); and Massimo Lugli, historical crime reporter, who will tell the darker side of the early 90s in Rome with "Il yellow of the station dwarf "(Newton Compton), will perform, among many others.

Francesca Bandelli, Marketing & Innovation Director of Birra Peroni, said: "The House of Peroni Nastro Azzurro is more than a brand experience: it is an integral part of the essence of this brand, which has always been the flagship of the Italian style around the world. We are proud to launch this for the first time in Italy, in the heart of Rome, where almost 60 years ago the Peroni Nastro Azzurro brand began.”

Richard Ingram, Global Brands Director, Asahi Europe & International, added: “We are excited to launch the new and unique home of Peroni Nastro Azzurro in its birthplace of Rome and draw on all the elements that make Italy so special to celebrate our brand. The doors are now wide open and we welcome visitors from around the world to come and sample some authentic Italian culture in the beautiful host gardens of Pacifico, alongside – of course – high end food and drink perfectly served Peroni Nastro Azzurro.”

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