Opera Di Peroni will aim to celebrate Italian style by giving a contemporary twist to traditional Italian opera, while also whipping up excitement around the brand during the summer months.
Lucy Jordan, director of customer marketing at Miller Brands, which owns Peroni, said: “Opera Di Peroni combines Peroni Nastro Azzurro’s stylish and modern values with authentic Italian entertainment.
“The performances will appeal to Peroni Nastro Azzurro’s key demographic and reach a new generation of opera fans.
“Peroni Nastro Azzurro is the UK’s number one world beer and, as such, consumers are willing to pay more for its authenticity and style.
“The world beer category is growing three times faster than the total lager category at showing that beers like Peroni Nastro Azzurro provide the opportunity to maximise profits.”
Opera Di Peroni will tour the UK as an open air performance, brought to life through a modern soundtrack and audio-visual technology.
It will be supported by an integrated media campaign that includes advertising and a partnership with The Guardian newspaper.