In its second year as the official beer of Scuderia Ferrari, Peroni Nastro Azzurro aims to become the number-one brand during the week of the 2025 Monza Grand Prix—despite a competitor being an official Formula 1 sponsor and having a presence inside the circuit—through an experiential project designed to strengthen Peroni Nastro Azzurro’s leadership as an icon of Made in Italy and an ambassador of an authentic, contemporary lifestyle.
To transform an iconic and unexpected Milan landmark into a maison of style and performance: this is the inspiration behind “Drive to Monza.” Palazzo Reale, overlooking Piazza Duomo, was chosen to showcase Italian excellence through an event that blends exclusivity and engagement, lifestyle and motorsport.
Inside Palazzo Reale, the heart of exclusivity: high-profile guests — drivers, VIPs, and KOLs — enjoyed a unique experience within an immersive set-up, including a meet & greet with Ferrari drivers, a private Q&A with Lewis Hamilton, and a live show by Meduza. A constant flow of aspirational content reached the lifestyle audience, boosting visibility and desirability.
Outside, the city was buzzing: the arrival parade and live Sky Sport interview with the Ferrari drivers in Piazza Duomo created direct contact with fans, amplifying the excitement and public impact of the activation.
“Drive to Monza” brought together entertainment, brand experience and storytelling in an integrated and unprecedented ecosystem that established Peroni Nastro Azzurro 0.0% as a lifestyle icon within the motorsport world.
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