Rome, Italy — Peroni Nastro Azzurro, the renowned premium pilsner from the historic Peroni di Roma brewery, is making waves in the U.S. beer market, particularly in the premium segment. Originally brewed using a traditional recipe since 1963, the brand’s popularity has surged to the point that Molson Coors began production of Peroni at its Albany, Georgia brewery this summer.
In an exciting new venture, Peroni Nastro Azzurro has teamed up with luxury apparel brand Alp N Rock to unveil a limited-edition collection of clothing and accessories that merge Italian elegance with high-quality craftsmanship.
Founded in 2007 by Swiss-Canadian designer Susanne Reich, Alp N Rock is celebrated for its luxury ready-to-wear offerings. The new apparel line reflects Peroni’s Italian spirit and features high-performance gear, catering to style-conscious beer enthusiasts who want to elevate their look both on and off the slopes.
The collection includes:
- Women’s Patch Henley
- Men’s Patch Henley
- Ivory and Navy Unisex Half Zip Sweater
- Ivory and Navy Beanie
- Ivory Belt Bag
Cara Lauritzen, Senior Marketing Manager for Above Premium Imports at Molson Coors Beverage Company, stated, “Peroni is known for elevating every moment with Italian passion and flair, making this collaboration a great opportunity to infuse even more style into the world of beer. We’re excited to bring Peroni into the realm of après-ski with the help of Alp N Rock, a true style leader in this space. Whether you’re hitting the slopes or enjoying a stylish aperitivo in a casual setting, this line will have you dreaming of your next winter getaway.”
Susanne Reich, CEO of Alp N Rock, added, “Après-ski embodies both style and relaxation. Collaborating with Peroni Nastro Azzurro was a natural fit, and we’re thrilled to create something that reflects the beauty and heritage of our brands. Together, we’ve crafted a luxury après-ski collection that captures the vibrant atmosphere of ski culture. This limited-edition line is designed with Alp N Rock’s signature attention to detail and the highest standards of quality.”
For those looking to make a stylish statement on the slopes, the limited-edition apparel is available for purchase, but interested buyers are encouraged to act quickly, as once the items are sold out, they will not be restocked.
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