Peroni Nastro Azzurro, an Italian beer brand of London-based SABMiller plc, is teaming up with AIDS charity (Red) as the official beer of Eat (Red). Drink (Red). Save Lives. The new (Red) campaign, which runs through June 10, is led by chef Mario Batali and butcher and meat purveyor Pat LaFrieda to raise money and awareness to fight AIDS. Peroni will provide support at a number of participating restaurants and bars across the country during the campaign.
“I am a big fan of Peroni Nastro Azzurro, and as an Italian myself, I am thrilled to have them on board as a partner for the Eat (Red). Drink (Red). Save Lives campaign,” Batali said in a statement. “I look forward to having them support (Red) at participating bars and restaurants nationwide and celebrating with them for (Red)’s June 2 kick-off event at Eataly.”
Consumers of legal drinking age can participate in the Eat (Red). Drink (Red). Save Lives campaign by visiting participating restaurants and bars, where they can drink Peroni and join the brand’s efforts with (Red) by making a contribution to The Global Fund. As the campaign’s official beer, Peroni is working closely with participating establishments across the country to further spread awareness about this new program. Patrons are encouraged to join the efforts by choosing Peroni as their drink of choice at these participating restaurants.
“Peroni Nastro Azzurro is built on Gioia di Vivere or ‘Joy of Life,’ and we truly embrace using our position to support (Red) and all their efforts,” said Ryan Verschoor, Peroni Nastro Azzurro’s global marketing director, in a statement. “Mario Batali has championed his craft in the spirited culinary community, and we are proud to work alongside such iconic partners in the Eat (Red). Drink (Red). Save Lives campaign toward the goal of an AIDS-free generation.”
Full details about Eat (Red). Drink (Red). Save Lives are available at www.red.org.