Every year as the temperatures heat up, so does the public debate: what will be the drink of the summer? Will it be a margarita, a frosé, or some kind of spritz? 

Enter a new contender: Peroni Italian Beer Ice, a limited-edition, frozen treat infused with Peroni’s Italian lager. 

Peroni Nastro Azzurro collaborated with chef, author, and TV personality Giada De Laurentiis and ice cream brand Tipsy Scoop to create its boozy twist on a classic Italian ice. Peroni Italian Beer Ice is being sold online in six-packs for $49.

The launch is accompanied by a 30-second ad that playfully nods to Italian nostalgia and De Laurentiis’ personality. Agency Quality Meats is behind the campaign. 

Today (July 1), a Peroni Italian Beer Ice truck will roam New York City, stopping at Baby Luc’s Pizzeria in Brooklyn with an appearance by De Laurentiis. 

This is the latest chapter in Peroni’s year-long partnership with De Laurentiis, which includes seasonal recipes and culinary activations. 

Peroni Beer Ice also continues the brand’s platform, encouraging people to embrace Italian lifestyles, “slowing down and savoring life’s simple pleasures in style,” said Courtney Benedict, vp of marketing, above premium beer at Molson Coors Beverage Company.

“It’s an example of how we’re infusing la dolce vita into the world of beer,” she said.

The frozen treat helps people slow down while drinking, “because otherwise you might get brain freeze, and that’s just the worst,” Gordy Sang, co-founder and chief creative officer of Quality Meats, told ADWEEK.

La dolce birra

Peroni’s recent marketing has attempted to address brand challenges such as maintaining its premium positioning and adapting to evolving consumer preferences in a “difficult and cluttered [beverage] market,” Carly Burford, global brand director for Peroni Nastro Azzurro, told ADWEEK earlier this year. 

For example, its alcohol-free beer, Peroni Nastro Azzurro 0.0% cemented a five-year partnership with Formula 1 team Scuderia Ferrari. Its campaign in March played on Italian tropes to welcome driver Lewis Hamilton to the team. 

Peroni has set a goal to become a top 10 beer brand by 2030. 

But the sector overall is facing challenges as beer consumption in the U.S. declines, with beer sales dollars down by 6.4% over Memorial Day weekend alone, according to Circana data. Gen Z reportedly drinks less alcohol compared to previous generations.