This Christmas, Peroni Nastro Azzurro is turning a pint into a present. Launching on 1st November in over 2000 venues nationwide, Pull A Peroni brings the Italian art of gifting to the British pub – celebrating the moments, traditions and thoughtful gestures that bring people together.
From 1st November, drinkers who buy a pint of Peroni at participating pubs can scan the code on their glass and pull a virtual cracker for a chance to win. Winners can personalise two limited-edition Peroni glasses with names or messages for themselves and a friend, before receiving their glasses in a jumbo festive cracker delivered straight to their door, turning an everyday favourite into a considered, personal Christmas present.
An Italian take on a British tradition
To launch the campaign, Peroni is taking over Nicholson’s ‘Crown & Two Chairmen’ on Soho’s Dean Street, reimagining one of the city’s best-known pubs as The Peroni Glasshouse – a festive destination where Italian aperitivo culture meets the British Christmas pub.
At its heart is The Peroni Cracker Bottega, a hands-on gifting experience where guests can create their own bespoke keepsake Christmas cracker using Italian-inspired materials. Hosted by Peroni’s own Christmas Concierge, guests can fill their creations with curated gifts, all enjoyed alongside a classic Italian aperitivo.
As the evening progresses, The Peroni Glasshouse shifts into an after-party, with Amber G providing the soundtrack for the night. It brings together a culturally connected crowd spanning fashion, music and the creative industries, moving from hands-on festive craft to an evening of socialising and a distinctly Peroni Nastro Azzurro take on the Christmas pub occasion.
Anja Gottschalk, Peroni Nastro Azzurro brand firector, commented: “Christmas in Italy is all about the small, personal gestures – the thought behind a gift matters more than the gift itself. With Pull A Peroni, we wanted to bring that to the place where Britain does Christmas best: the pub. Whether it’s a personalised glass for a friend or a cracker you’ve made yourself, it’s about making the moments you share that little bit more special.”
Bringing the campaign to pubs nationwide
Beyond the London launch, Pull A Peroni will come to life through a series of local activations at participating pubs, bringing an extra festive touch to the British pub experience.
At The Oyster Shed in London on 25 November, in partnership with Young’s, guests can enjoy festive pub dressing and personalised glass engraving. At The George in London on 27 November, in partnership with Greene King, the experience will be elevated with festive dressing, personalised engraving and their iconic 40ft Christmas Tree, one of the biggest in the UK.
Further north, Harry’s Bar in Newcastle on 3 December, in partnership with IFT, will host its own festive activation, combining seasonal pub dressing and personalised glass engraving with a live band to bring an added sense of occasion to the celebrations.
Alongside these local experiences, the nationwide Pull A Peroni mechanic invites consumers at participating pubs to buy a pint of Peroni, scan the QR code on their glass, enter their details and pull a virtual cracker for the chance to win. Winners can personalise two limited-edition Peroni glasses – one for themselves and one for a friend – which will be delivered to their door inside an oversized festive Christmas cracker.
Turning a simple trip to the pub into a memorable gifting moment, the campaign offers a new way to share the spirit of Peroni this Christmas.
