How Peroni's Contest Wants Fans To 'Live Every Moment'

The beermakers at Peroni want to send a lucky fan on vacation to Italy. Debuting in early March with a TV spot, the campaign wants fans to "live every moment," or as the commercial sings, "Viva la vie!" Described in a press release as the brand's first major "lifestyle creative" in two years, the summer promotion includes both ice-cold lager and the Peroni Passport contest which began March 14. (Peroni also held a travel giveaway in 2021, but we all know how much more difficult travel was at the height of the COVID-19 pandemic.)

"For many people, Peroni reminds them of their travels abroad. So after years of yearning for international travel, our new creative campaign transports viewers through the sights and sounds of the Mediterranean and of course, Peroni," Joy Ghosh, Vice President of Above Premium Beer at Molson Coors Beverage Company, said in a statement. "Live Every Moment celebrates our authentic heritage and shows how anyone or any occasion can feel like la dolce vita with our Italian lager."

The Peroni Passport wants fans to do just that: live the sweet life with an Amalfi coast vacation.

An Italian holiday with Peroni

Contest details can be found on Peroni's website, where consumers aged 21 and up can register to win. The grand prize, as shared in the company's press release, is $20,000, and one "lucky fan" can use the funds towards a trip to the Amalfi coast. In addition, 50 fans will win funds to upgrade or renew their passports, and another 500 fans will win the funds to purchase a Peroni 6-pack.

Sharing details on Instagram, Peroni describes, "Want a taste of la dolce vita? Enter the Peroni Passport sweepstakes for a chance to win funds to renew your passport, a 6-pack of Peroni, or a $20,000 dream trip to the Amalfi Coast. Visit link in bio now through 5/15. Salute!" 

Fans are already thrilled with the prospect of this fantastic vacation. One follower called the contest "an absolute dream trip!" while another added, "My bucket list is to have a Peroni in Italy." Fans can sign up now in hopes of a travel and fun-filled 2022.