Peroni Partners With Italian Brand M.Gemi for Beer-Inspired Loafers

New York, NY – April 29, 2024 – Rooted in Italian tradition, handcrafted shoe, handbag, and accessories brand, M.Gemi, and the premium Italian alcohol-free beer, Peroni Nastro Azzurro 0.0%, have joined forces to launch a custom driving loafer inspired by the adrenaline-fueled world of racing.

Following a successful inaugural collaboration in 2021, the brands’ shared Italian heritage and appreciation of traditional craftsmanship have brought them back together to deliver a collector’s item for international race and fashion enthusiasts, alike.

In celebration of the upcoming Miami Race Weekend, the limited edition M.Gemi per Peroni driver loafer combines craftsmanship and timeless design with the modern edge of motorsports. Reimagined from M.Gemi’s best-selling suede loafer, The Felize, this upgraded style (which maintains traditional true moccasin construction) features a custom sock with Peroni’s Chequeroni race flag design (a tribute to the Tifosi: the most passionate fans in racing), and signature Peroni tag.

“The combination of M.Gemi’s premium craftsmanship and shared heritage is integral to the experience we hope to give consumers when they drink Peroni Nastro Azzurro 0.0%,” said Courtney Benedict, VP of Marketing, Above Premium Beer at Molson Coors. “This second iteration of the partnership delivers a fresh take on a classic driving loafer that is a perfect combination of premium style and function for the racing fans on and off the track.”

“Embracing our shared Italian heritage and core brand values, we are thrilled to announce our partnership with Peroni Nastro Azzurro 0.0%” said Maria Gangemi, founder of M.Gemi. “Together we celebrate Italy’s exquisite craftsmanship and storied history through our collaboration in crafting a limited edition driving moccasin in our small Italian workshop.”

Available in Peroni Red and Blue for both men and women, the limited edition design can be purchased online beginning April 29th at https://mgemi.com/peroni for $228 while supplies last. The two brands will also host a pop-up event on May 3rd at the Arlo Hotel in Miami where fans can enjoy Peroni Nastro Azzurro 0.0% while customizing their very own M.Gemi per Peroni driving loafer.

Quantities are limited and fans must be 21+ years of age to purchase. No purchase of Peroni Nastro Azzurro 0.0% or a ticket to the Miami race is necessary to purchase or customize The Felize per Peroni driver.

For press inquiries and media access, please contact:

Catie Archambeau 

[email protected]

Michele Marie PR

646. 860.5689

Austin McClelland

[email protected]

Phaedon

About M.Gemi

Founded in 2015 by Maria Gangemi, Cheryl Kaplan, and Ben Fischman—M.Gemi is a modern, sustainable mission to create beautiful product that matters. A brand rooted in preservation, each and every M.Gemi item is handcrafted with care by artisan partners in their family-owned Italian workshops—with a focus on craftsmanship, quality, and clientele. M.Gemi’s shoes, handbags, and accessories, therefore, weren’t just Made in Italy, but also Made by Italy. For additional information on M.Gemi and to shop the collection, visit www.mgemi.com.

About Molson Coors Beverage Company

For more than two centuries, Molson Coors has brewed beverages that unite people for all life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, Madrí Excepcional and Staropramen to Coors Banquet, Blue Moon Belgian White, Peroni Nastro Azzurrro, Leinenkugel’s Summer Shandy, Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Simply Spiked Lemonade, ZOA Energy, Blue Run Spirits, Creemore Springs and more, Molson Coors produces some of the most beloved and iconic brands in the beverage industry. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle with energy drinks, bottled spirits, ready-to-drink cocktails, cider and more. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.