There’s something undeniably bold about handing over 44 cases of nonalcoholic beer to one of the most famous drivers in the world. Not just as a promotional stunt — but as a warm Italian welcome. Peroni celebrated Lewis Hamilton’s first year with Scuderia Ferrari HP by treating him to cases of Peroni Nastro Azzurro 0.0%. The beer was just one component. It was about shared commonality, liking, and being cool—all the elements of a smart brand affiliation.
It’s now the second year of Peroni’s tie-in with the Ferrari team, and this campaign, titled “The Italian Way,” is more than just a commercial. It’s a living, breathing example of how to weave culture, personality, and timing into a message that feels less like marketing and more like a celebration.
Campaigns that don’t feel like campaigns
What sets this one apart? The entire experience is dripping with detail. From using 44 cases to symbolize Hamilton’s racing number, to city-wide takeovers planned in Milan, London, and Toronto — the campaign isn’t shouting at audiences, it’s pulling them in. It’s not screaming about alcohol-free beer; it’s showing you that the product belongs on the winner’s podium, right beside a Ferrari.
This isn’t just about promoting a drink. To align with something greater than a beverage is the goal. Peroni discovered a way to organically align performance, lifestyle, and Italian heritage with its brand association with Ferrari. That kind of synchronicity cannot be faked.
This is a very practical lesson for businesses trying to find their footing: loud advertising is not necessary. It needs to have a purpose.
The rise of brand partnerships that actually matter
The timing is perfect, and that is where this becomes more interesting. Formula 1’s popularity has increased, particularly among young American enthusiasts, and United States sales of nonalcoholic beverages are up 26% compared to last year. Peroni entered into an up-and-coming conversation and added their own flavor, rather than merely catching a trend.
It’s easy to say “collab with someone cool” — but Peroni’s success with this partnership came down to more than that. They chose a partner that fit their future vision (a portfolio with 20% alcohol-free options by 2030), not just one that looked good in red. That alignment made it possible to create content like “The Welcome Present,” a campaign spot that doesn’t just advertise the beer — it lets you feel the vibe of the brand without ever holding a can.
As brands big and small continue to search for ways to connect, this is the kind of collaboration worth studying. A good brand partnership doesn’t just share a logo; it shares values.
What brands and marketers can take from this
This kind of storytelling-driven, emotionally intelligent campaign doesn’t require a Ferrari budget — it requires insight. Here’s what others can take away from Peroni’s playbook:
- Find a partner that reflects your brand’s future, not just its present. Ferrari and Peroni both carry heritage, but this campaign is forward-facing.
- Use symbolism that means something. The 44 cases weren’t random. The 60 packages being sent to fans (adding up both drivers’ numbers) create an experience fans want to be part of.
- Make your campaign feel like a lifestyle. Peroni isn’t selling a beer. They’re selling an identity — style-forward, elevated, and zero-proof. It’s no surprise that people are paying attention.
This isn’t to say every campaign needs to be international or centered on racing. But every brand can tap into this type of thinking. Whether you’re a startup founder, a small business owner, or part of a larger marketing team — the principles hold true. The best partnership doesn’t just put your product on a bigger stage — it puts it in the right context.
Where brand partnership meets purpose
There is something refreshing about a brand that does not need to scream “look at me.” The Peroni advertisement accomplishes a nice understated balance between style and energy, setting an example for companies on how to remain faithful to your heritage without compromising your roots.
And maybe that’s the key. A smart brand partnership doesn’t chase trends — it thoughtfully enters cultural conversations. Whether it’s the rise of nonalcoholic beverages or the comeback of F1’s global appeal, Peroni found the current and flowed with it — without losing who they are.
As the campaign rolls on through city activations, merchandise giveaways, and subtle but stylish touchpoints, it’s clear: this isn’t a fluke. It’s a roadmap. The kind that other brands, agencies, and even solo entrepreneurs would be wise to explore.
Because at the end of the day, the best marketing strategy isn’t about who shouts the loudest — it’s about who makes people care.
FAQ’s
1: What makes a partnership actually work?
It works when both brands share values and audience relevance — not just a logo placement.
2: Do I need a huge budget to pull off a good brand partnership?
Not at all — the key is alignment and storytelling, not expensive production.
3: How can digital marketing help a partnership grow?
When done right, it extends your reach through content, giveaways, and subtle social activation that people genuinely want to engage with.