Peroni, Giada De Laurentiis Make Frozen Boozy Drinks a Summer Marketing Strategy

A cold beer can’t always beat the heat, but a frozen one just might.

Peroni Nastro Azzurro has launched an unconventional treat and a campaign together with agency Quality Meats to mark the start of summer.

Introducing the "Peroni Italian Beer Ice," a lemon-flavored Italian ice infused with up to 5% ABV and the brand’s signature crisp taste.

The frozen creation is the result of a collaboration with Emmy Award-winning chef and TV host Giada De Laurentiis, in partnership with Tipsy Scoop, and is designed to channel the laid-back charm of Italian summers.

“Italian ice has always held a special place in my heart — it’s my favorite summer treat, and when you add a Peroni to the mix, I feel like I'm back in Italy,” said De Laurentiis in a statement.

“Peroni Italian Beer Ice is a fun, refreshing combination to bring crisp taste and Italian style to your summer occasions, and I’m so excited for you to try it.”

Peroni Italian Beer Ice is meant for afternoons when even chilled drinks fall short.

With its subtle citrus profile and alcohol content, the product is a nod to the Italian ritual of slowing down and savoring simple pleasures.

It's a theme that’s central to both Peroni’s brand image and De Laurentiis’s lifestyle philosophy.

"We wanted to tap into Peroni's Italian roots and celebrate La Dolce Vita the Peroni way — aka that timeless mindset of slowing down and savoring the moment," Jamie Stark, Group Creative Director for Quality Meats told DesignRush.

"So, we fused two iconic Italian staples — Peroni and Italian Ice — to create something refreshing, fun, and totally unexpected. Who wouldn't want to try that?"

 

 

 

 

 

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The new release builds on Peroni and Giada’s ongoing brand partnership, which began earlier this year.

Those efforts included exclusive recipes, curated entertaining guides, and culinary-led collaborations.

Bringing the Ice to the Streets

To give fans a literal taste of the campaign, Peroni is rolling out a "Peroni Italian Beer Ice Truck" in New York City on July 1, parked at Baby Luc’s Pizzeria in Brooklyn.

The activation will run from 4:30 to 8:30PM ET, with Giada herself making a special appearance between 5:30 and 7:30PM.

The timing is no accident.

The pop-up is strategically scheduled just ahead of the Fourth of July weekend, offering a playful Italian-American alternative for summer celebrations.

This isn’t just a one-off moment, either.

The Beer Ice marks another phase in Peroni’s wider lifestyle push, one that includes not just new products but brand activations aimed at immersing fans in the brand’s easygoing ethos.

From curated events to seasonal content, the company wants you to know it's more than a beer. It's a part of your ideal summer setting.

Our Take: Is This Summer's Coolest Collab?

What makes this campaign stick is its story.

Peroni could’ve stopped at a quirky alcoholic dessert. But instead, they wrapped it in the aspirational charm of Giada and the visual fantasy of an Italian summer.

I like that this initiative doesn’t overdo the messaging.

It’s breezy, taste-driven, and lets the product do the talking.

When a campaign feels like a summer experience you’d actually want to be part of, that’s when it starts to resonate.