There will also be outdoor ads for the imported lager brand to support a range of beer-related products designed for the brand by upmarket Italian design house Alessi.
The Alessi-Peroni collection includes an “aperitivo love bowl” designed for serving smaller dishes eaten early the evening as a prelude to dinner, a concept around which Peroni has been doing on-trade promotional work.
The other items are a bespoke bottle opener and a bottle cooler.
The designer gear will generally be available only to the on-trade but off-trade consumers will have a chance to win one of 7,000 pieces through an on-pack promotion.
Tessa Pintusewitz, marketing director at Miller Brands UK said: “We are going beyond the mere association with Italian style and are now actively contributing to it through association with engaging Italian icons.”