Peroni Launches Italian Wine Window Pop-Ups Across the U.S.

Inspired by the historic Buchette del Vino of Italy, Peroni Nastro Azzurro is bringing a series of pop-up walk-up windows to American cities this summer. The tour kicks off in New York City on July 24, inviting patrons to experience the traditional Italian ritual of aperitivo through a modern lens.

Corp and Tech·July 16, 2026·reads: 1,259

The brand is partnering with chef Giada De Laurentiis to anchor the flagship launch in New York. Attendees will have the opportunity to sample an exclusive Pane di Peroni focaccia, a recipe developed by De Laurentiis that integrates the Italian-style beer directly into the dough. This initiative aims to replicate the centuries-old Italian custom of gathering at small, street-side windows for brief moments of socialization and refreshment.

Elizabeth Hitch, vice president of marketing for Molson Coors, described the project as a way to provide a taste of la dolce vita without requiring a passport. Following the New York debut, the pop-up experience will travel to select bars nationwide. Access to the events is restricted to guests 21 and older, with entry managed on a first-come, first-served basis. Full details on upcoming locations and the Pane di Peroni recipe are available through the company’s digital portal.