Italian beer brand Peroni Nastro Azzurro has signed on as official beer sponsor of the Toronto International Film Festival (TIFF).

The partnership will be publicized across a number of verticals, including OOH billboards across the city, an engaging Snapchat filter and through both partners’ social media profiles. Peroni’s public relations AOR Pomp & Circumstance is also running an awareness campaign through media and influencer relations. Mint, the beer’s XM partner, is designing and overseeing the build of the House of Peroni Nastro Azzuro experiential activation, as well as additional programming
happening onsite.

The sponsorship was arranged directly between the beer brand and the festival.

The House of Peroni Nastro Azzurro is the beer’s global experience platform, which will be brought to Toronto for the first time after international rollouts in Rome, London, Shanghai and Taiwan. Based around its “Taste That’s Full of Life” brand promise and located in David Peacut Square, the activation will be an Italian-style open-house where guests can enjoy the very best of Italian hospitality and snack on an exclusive menu curated by international celebrity chef David Rocco.

In addition, the beer brand will also bring its “taste of Italy” to TIFF in the private Red Carpet Suite at Roy Thomson Hall. It will offer exclusive access to star gaze as talent exits the TIFF Red Carpet into the venue, and will also offer specially curated beer cocktails made using Peroni and its 0.0% alcohol-free line.

Grolsch was previously the long-time beer sponsor of TIFF, though it did not return when the festival went virtual in 2020 in response to the COVID-19 pandemic.