Peroni Nastro Azzurro Celebrates Blue-Ribbon Worthy Moments with New Campaign & Limited-Edition Gold Bottles

Inspired by Italian heritage, craftsmanship, and style, the iconic Italian beer brand toasts to everyday fan victories with limited-edition Gold Bottles and the help of Giada De Laurentiis

CHICAGO, Illinois Jan. 28, 2026– Peroni Nastro Azzurro, the No. 1 Italian beer brand, announces a new lifestyle campaign, “Here For The Nastro Azzurro” with Emmy Award-winning Italian-American chef, author and TV personality, Giada De Laurentiis, and limited-edition gold bottles for fans just in time for the most celebrated time for winter sports.

Blue ribbons are gracing winning athletes from around the world this winter, so Peroni Nastro Azzurro – whose name means “blue ribbon” in Italian – is celebrating its iconic symbol in parallel with the moment in its new “Here For The Nastro Azzurro” campaign. The blue ribbon embodies the brand’s heritage and commitment to excellence that has defined the brand’s bottles and packaging for decades.

HERE FOR THE NASTRO AZZURRO
This campaign brings fans together to make everyday moments feel blue-ribbon worthy and elevated with Italian craftsmanship and impeccable taste. The “Here For The Nastro Azzurro” campaign will roll out across streaming, broadcast, digital, local OOH and social touchpoints throughout the winter season, extending the legacy of Peroni’s blue ribbon into cultural moments where celebration and togetherness shine brightest.

Set in a theatrical alpine world, one spot follows a skier racing toward a blue ribbon-worthy reward: a Peroni Nastro Azzurro at an aprés-ski bar. The second features brand partner and skier Giada playfully earning her blue-ribbon moment, without even having to hit the slopes. Together, both show that while athletes chase the blue ribbon, others toast their moments with one too: Nastro Azzurro.

“For us, the blue ribbon isn’t just a symbol of athletes reaching their pinnacle: it’s part of our brand’s decades-long testament to reaching for the Nastro Azzurro in the moments that matter,” said Sofia Colucci, Chief Marketing Officer, North America, Molson Coors. “‘Here for the Nastro Azzurro’ celebrates the joy in everyday moments, bringing people together over something real, beautifully crafted, and with unmistakable Italian style.”

These roots extend to the brand’s continued partnership with Giada De Laurentiis, whose Italian heritage, warmth, and passion for skiing make her a natural embodiment of the brand’s spirit. Featured in the new creative campaign, Giada brings to life Peroni’s celebration of moments where food, friends, and the world’s #1 Italian beer brand come together this winter.

“At its heart, Italian culture is about connection — savoring meaningful moments, whether they’re shared around a table or after a day on the slopes,” said Giada De Laurentiis. “Teaming up with Peroni again, we wanted this new campaign and exciting limited edition Gold Bottle to share in the flavor, style, and togetherness of our shared Italian heritage with fans.”

A TOAST TO BLUE-RIBBON MOMENTS
To mark the new campaign and the global excitement around winter sports, Peroni is dropping a limited run of Peroni Nastro Azzurro Gold Bottles, crafted as collectible expressions of the brand’s premium taste, Italian legacy and the gold honors that will be seen this winter. While blue ribbons are donned on athletes’ necks, this limited-edition bottle features real blue ribbon around its neck, a 5K solid gold cap, and Peroni’s sleek bottle design engraved into the surface – created as a keepsake to toast to any moment.

Now, fans can head to PeroniUSA.com/NastroAzzurro to enter* for a chance to win a bottle while supplies last. A limited number of bottles will also be available for purchase.

For more information on the campaign and how to snag a gold bottle*, visit PeroniUSA.com/NastroAzzurro and follow @PeroniUSA.

ABOUT MOLSON COORS BEVERAGE COMPANY

For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life’s moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel’s Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions.

Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

ABOUT GIADA DE LAURENTIIS

Giada De Laurentiis is an Emmy award-winning television personality and NBC Today Show contributor, and the author of 11 New York Times bestselling cookbooks, including her latest cookbook, Super-Italian. Her growing restaurant empire includes GIADA and Pronto by Giada in Las Vegas, and Luna and Pronto by Giada in Scottsdale. She is also the founder of the lifestyle and e-commerce platform Giadzy.com, which offers recipes, travel, and entertaining content, and hand-selected Italian products. Follow along on social media @giadadelaurentiis and @thegiadzy.

* Sweepstakes: NO PURCHASE OR SCAN NECESSARY. Sweepstakes begins on 1/27/26 at 12:00 PM CT and ends on 2/22/26 at 11:59 PM CT. Open only to legal residents of 50 U.S. (D.C.), 21+ years of age. See Official Rules for details, including how to enter, odds, prize details & restrictions, at PeroniUSA.com/NastroAzzurroSweeps. Void where prohibited. Prize does not include alcohol. Purchase: Additional bottles available for purchase while supplies last. Limited quantities.

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