Italian beer brand Peroni will launch a new brand experience for its Sydney market, setting up ‘Momenti Peroni’ bar until mid December 2010 in Darlinghurst.

The bar will be fitted out by Italian designer Antonio Berardi, and will serve Peroni beer and ‘aperitivo’ (appetitsers) by Italian chef Massimo Bianchi, of Uccello restaurant.

The move by Peroni is an effort to improve the brand’s premium positioning and connect it with Italian traditions, like aperitivo. 

Pacific Beverages marketing director Paul Gloster said of the bar, “Peroni is Italian style. Creating a stylish premium experience dedicated to traditions such as aperitivo is a new and innovative way for us to communicate the essence of who we are.