Italian beer brand Peroni Nastro Azzurro announced a new lifestyle campaign, Here For The Nastro Azzurro with Emmy Award-winning Italian-American chef, author and TV personality, Giada De Laurentiis, and limited-edition gold bottles for consumers just in time for the most celebrated time for winter sports.

Blue ribbons are gracing winning athletes from around the world this winter, so Peroni Nastro Azzurro, whose name means blue ribbon in Italian, is celebrating its iconic symbol in parallel with the moment in its new Here For The Nastro Azzurro campaign. The blue ribbon embodies the brand’s heritage and commitment to excellence that has defined the brand’s bottles and packaging for decades.

This campaign brings fans together to make everyday moments feel blue-ribbon worthy and elevated with Italian craftsmanship and impeccable taste. The Here For The Nastro Azzurro campaign will roll out across streaming, broadcast, digital, local OOH and social touchpoints throughout the winter season, extending the legacy of Peroni’s blue ribbon into cultural moments where celebration and togetherness shine brightest.

Set in a theatrical alpine world, one spot follows a skier racing toward a blue ribbon-worthy reward: a Peroni Nastro Azzurro at an aprés-ski bar. The second features brand partner and skier Giada playfully earning her blue-ribbon moment, without even having to hit the slopes. Together, both show that while athletes chase the blue ribbon, others toast their moments with one too: Nastro Azzurro.

“For us, the blue ribbon isn't just a symbol of athletes reaching their pinnacle: it’s part of our brand’s decades-long testament to reaching for the Nastro Azzurro in the moments that matter,” said Sofia Colucci, chief marketing officer for North America at Molson Coors, in a statement. “Here for the Nastro Azzurro celebrates the joy in everyday moments, bringing people together over something real, beautifully crafted, and with unmistakable Italian style.”

These roots extend to the brand’s continued partnership with De Laurentiis, whose Italian heritage, warmth and passion for skiing make her a natural embodiment of the brand’s spirit. Featured in the new creative campaign, De Laurentiis brings to life Peroni’s celebration of moments where food, friends, and the Italian beer brand come together this winter.

“At its heart, Italian culture is about connection — savoring meaningful moments, whether they’re shared around a table or after a day on the slopes,” De Laurentiis said. “Teaming up with Peroni again, we wanted this new campaign and exciting limited edition Gold Bottle to share in the flavor, style, and togetherness of our shared Italian heritage with fans.”

To mark the new campaign and the global excitement around winter sports, Peroni is dropping a limited run of Peroni Nastro Azzurro Gold Bottles, crafted as collectible expressions of the brand’s premium taste, Italian legacy and the gold honors that will be seen this winter, it says. although blue ribbons are donned on athletes’ necks, this limited-edition bottle features real blue ribbon around its neck, a 5K solid gold cap, and Peroni’s sleek bottle design engraved into the surface, created as a keepsake to toast to any moment.