Peroni Partners with Secret Supper

Photos courtesy of MolsonCoors

With international travel a no-go for most of the last year, trips to Italy to experience its legendary cuisine were out of the question. Now Peroni is partnering with the roving dinner club Secret Supper and acclaimed local chefs to bring a taste of Italy to three American cities this summer.

“People have missed the opportunity to travel to their favorite places in Italy, so we wanted to bring Italy to them,” says Samantha Wolkowicz, associate marketing manager for Peroni. “What’s really exciting about this is that we’re tapping into a network of renowned chefs to make these dinners really special.”

Secret Supper puts on exclusive dinners, where foodies secure tickets to an extravagant meal at an undisclosed location with an undisclosed menu. Twenty-four hours before the event, the location is released, while the menu remains a secret. Its summer series is already sold out.

Peroni is bringing Secret Supper to three additional cities, Miami (June 26), Los Angeles (July 31) and New York City (August 21), with each dinner featuring a renowned chef who has ties to that city. Fans can sign up to receive ticket information and early access to purchase by signing up for Secret Supper’s Peroni email list. Attendance is limited to 40 people, and the chefs will be announced at a later date.

Each al fresco dinner includes a five-course meal with Peroni infused throughout the experience, whether it’s a key ingredient in dishes to birra and cocktail pairings. Each outdoor location will be styled to bring the essence of Italy straight to diners’ tables, Wolkowicz says.

“Peroni is proud of its Italian heritage, and the Italian dining experience is incredibly unique and special,” she says. “Secret Supper can bring it to life to stand out through these premium dining experiences.”

The birra is also giving fans a chance to win their own Peroni and Secret Supper meal kit to recreate the experience at home. Now through Sept. 6, fans can enter to win.

Additionally, Peroni, which started 2021 strong with 6.6% sales volume growth for the last 13 weeks ending May 23, according to IRI data, has implemented a retail campaign commemorate what it’s calling the Summer of Apertivo, which helps consumers learn how to perfect apertivo, the Italian-inspired happy hour.

“All season long, we’re celebrating summer like an Italian,” Wolkowicz says. “From these curated experiences with Secret Supper to our dedicated aperitivo program at retail, nothing elevates these occasions better than Peroni.”