Peroni plans summer of opera

Italian beer Peroni is planning a series of “contemporary versions” of classic opera around the UK this summer.

Taking place this July and August, “Opera di Peroni” will be touring the country providing cut-down takes on traditional Italian operas with “innovative staging, a modern soundtrack and audio-visual technology.”

The campaign will be supported online and with The Guardian newspaper and Shortlist.

The shortened operas will also be performed in 50 bars and pubs across the UK during the summer.

Lucy Jordan, director of customer marketing at Miller Brands commented: “Opera di Peroni combines Peroni Nastro Azzurro’s stylish and modern values with authentic Italian entertainment. The performances will appeal to Peroni’s key demographic and reach a new generation of opera fans.

“Peroni is the UK’s number one World Beer and as such, consumers are willing to pay more for its authenticity and style. The World Beer category is growing three times faster than the total lager category at 13.2%, showing that beers like Peroni provide the opportunity to maximise profits.”