A new digital marketing campaign is being planned by Peroni Nastro Azzuro to support its innovative, contemporary opera project.
The Opera Di Peroni will be a contemporary take on traditional Italian opera, comprised of a UK-wide, open-air tour that will be complemented by a multi-channel marketing campaign.
Integrated media including PR, digital and advertising in collaboration with partners The Guardian and Shortlist will help to drive engagement and awareness of the beer brand's artistic venture across the UK.
Over 50 key pubs, bars and other venues throughout July and August will host the performances which will be used to promote awareness of the beverage brand.
Miller Brands director of consumer marketing Lucy Jordan said: "The performances will appeal to Peroni Nastro Azzuro's key demographic and reach a new generation of opera fans.
"Peroni Nastro Azzuro is the UK's number one world beer and, as such, consumers are willing to pay more for its authenticity and style."
The opera will see a collaboration of producers Go Opera and electronic musician Kwes.
Performances will begin at 20:00 BST and doors to venues will open at 19:00 BST. Guests with tickets will receive aperitivo plates and complimentary Peroni drinks before the start of the show.
The Opera Di Peroni will tour Birmingham between July 11th and 12th before travelling to Manchester (July 18th-19th), Liverpool (August 15th-16th) and Glasgow (August 22nd-23rd).
Ms Jordan claims the opera will combine Peroni's stylish and modern values with the everything an audience would expect from authentic Italian stage entertainment.
The intention is to bring opera to a new generation of fans, targeting a new, younger demographic through its association with the lager beverage.
The World Beer market is growing three times faster than the total lager category, and Peroni is keen to capitalise on this demand during its busy summer campaign.