Peroni on Parade

I know people THINK magazine editors do nothing but RSVP to party invitations and go on press trips to Reykjavik, but sometimes we stand around the water cooler (or espresso machine) and marvel at clever, clever publicity stunts, like this one pictured here. In an effort to help knock Stella Artois off its pedestal as the hipster lager of choice, Italy’s Peroni beer has opened a shop at 146 Bloor Street West in Toronto with a pop-up boutique “so exclusive, that it will invite consumers to window-shop only,” according to the press information. Emporio Peroni clearly targets the fashion crowd – the classic Italian blonde is the official beer of this season’s L’Oréal Fashion Week at Nathan Phillips Square. Watch for Peroni Nastro Azzurro at stylish nightspots and restaurants everywhere.
- Doug Wallace