Peroni Nastro Azzurro And Alp N Rock Elevate Après-Ski With Limited Edition Collection

New clothing and accessory line lets skiers Après The Peroni Way both on and off the slopes this season

CHICAGO (October 15, 2024) - In time for après-ski season, premium Italian beer brand Peroni Nastro Azzurro is partnering with luxury clothing brand Alp N Rock to launch a limited-edition line of clothing and accessories that blends Italian flair with luxurious craftsmanship. 

Reflecting Peroni’s passion for embracing moments of leisure and style, the collaboration is a must for anyone looking to adventure on the slopes or unwind for a moment of après-ski. Crafted with attention to detail, high-quality fabrics, and durability, consumers can appreciate the stylish look and comfortable feel of each item. 

“Peroni is known for elevating every moment with Italian passion and flair, making this collaboration a great opportunity to infuse even more style to the world of beer,” said Cara Lauritzen, Senior Marketing Manager, Above Premium Imports of Molson Coors Beverage Company. “We’re excited to bring Peroni into the world of après-ski with help from Alp N Rock, a true style leader in the space. So whether you’re hitting the slopes or enjoying a stylish aperitivo in a casual social setting, this line will have you dreaming of your next winter getaway.”

The apparel line blends Peroni Nastro Azzurro's Italian elegance with chic, high-performance gear, offering style-conscious consumers everything they need to Après The Peroni Way—elevating their look on and off the slopes. The lineup comes in a variety of colors and sizes, including: 

• Women’s Patch Henley
• Men’s Patch Henley 
• Ivory + Navy Unisex Half Zip Sweater 
• Ivory + Navy Beanie 
• Ivory Belt Bag 

"Après-ski embodies both style and relaxation," says Susanne Reich, CEO of Alp N Rock. "Collaborating with Peroni Nastro Azzurro was a natural fit and we’re very excited to create something that embodies the beauty and heritage of our brands. Together we’ve crafted a luxury après-ski collection that reflects the vibrant atmosphere of ski culture. This new line will offer customers a limited-edition line of styles crafted with Alp N Rock’s signature attention to detail and highest standards of quality.”

Starting October 15, consumers can shop the limited-edition collection at alpnrock.com/aprestheperoniway, while supplies last. 

For more updates on the collaboration this season, follow Peroni Nastro Azzurro and Alp N Rock on Instagram and check out the Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0% product locator to find your nearest U.S. retailer.

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About Molson Coors Beverage Company

For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life's moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel's Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors’ history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions.

Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.

About Alp N Rock

Founded in 2007, Alp N Rock is a luxury ready-to-wear brand by Swiss-Canadian designer Susanne Reich. Alp N Rock clothing transcends trends and is designed with an emphasis on quality and fit. Each season offers a collection defined by Alp N Rock’s signature detailing and thoughtful perspective on multi-hyphenate dressing.