(Courtesy Peroni)

Peroni Italian Lager is kicking off its first US TV campaign in two years with a spicy video filmed in a cliffside village on Italy’s Amalfi coast and $20,000 towards your next trip to Italy.

Here’s the deal…

Peroni Nastro Azzuro, a popular Italian lager which has nearly doubled its volume sales between 2018 and 2021, according to IRI, is launching a new campaign March 14, with a lively new spot, filmed in Positano, a picture-postcard Italian village that’s perfect for living the “la dolce vita.”

Set against a scenic seaside vista Peroni’s new add is a musical trip complete with good-looking dancing their way around town, most of them with beer and all of them living ‘la dolce vita’ (translation: sweet life).

Along with the sassy new vide0, Peroni is launching a sweepstakes where one legal-age drinker could win $20,000 to upgrade to their next trip to Italy.

Consumers can sign up for a chance to win by visiting PeroniPassport.com. Prizes also include funds toward a six-pack of Peroni, or expedited passport fees, courtesy of Peroni.

Peroni has been on a roll in recent years, with dollar sales growing by 88% and volume sales by 93% since 2018, according to IRI, far outpacing its two main competitors in the US market, Stella Artois and Heineken.

“While some of our competitors are produced in the United States, Peroni has stayed true to its Italian roots and continues to be brewed exclusively in its home country,  Cara Lauritzen, senior marketing manager for Peroni told Beer & Beyond. “It’s grown significantly in the last few years, and we’re excited to continue driving that momentum with the new campaign.”

Last year Peroni was has seen living the sweet life at exclusive, Mediterranean-inspired Secret Supper events in Miami, Los Angeles and New York City.

And now with COVID-19 waning and people beginning to travel again, the Molson Coors-owned premium import is taking the brand back to where it’s brewed, celebrating Italy and the “sweet life.”

“Peroni’s all about living with the passion and flair of la dolce vita.’” Lauritzen, added. “The spot ends encouraging consumers to ‘Live Every Moment.’”

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