Peroni Nastro Azzurro
Peroni Swan 45 Class

Maximising Marketing Activations
In 2006, Peroni Nastro Azzurro (Peroni), SAB Miller’s premium Italian beer offering, created its first international sport sponsorship with Nautor’s Swan 45 Class racing yachts.

The Brief
Maximise Peroni’s sponsorship of Nautor’s Swan 45 Class racing yachts, building on the brand’s Italian style positioning.

The Challenge
Translate a traditional sports sponsorship into an Italian style platform that would be of interest to style and consumer media.

The Solution
Tap into the “sailing lifestyle” to broaden the media story, creating unique and stylish sailing experiences for media at two regattas:
• Event 1: Media trip to UK’s Cowes Week where stylish sportswoman and supermodel, Jodie Kidd, launched the Peroni-Swan partnership by christening a Peroni Swan 45 with a bottle of Peroni. GSC also secured Olympic rowing gold medalist, James Cracknell, to the race with the Peroni team in his first sailing race.