Peroni Nastro Azzurro, Italy’s No.1 premium beer, is unveiling its first-ever collaboration with coveted fashion bike brand, Martone Cycling Co. This limited edition “Martone for Peroni” bike was revealed in May and doubles both as a functioning, versatile lifestyle essential and as a coveted design item turned collector’s piece.
The Martone for Peroni bike was designed to conjure daydreams of a quintessential Italian summertime, of afternoons spent leisurely pedaling through the countryside, with a picnic in your bike basket and the sun on your back. There is a European sensibility to the design and usefulness of each Martone bike, aligning perfectly with the fashionable Italian lifestyle represented by Peroni Nastro Azzurro.
“Who doesn’t daydream about warm Italian summers? Both Martone Cycling and Peroni evoke ideas of carefree, light-hearted luxury – where for a moment, we set aside our troubles and get lost in happiness,” said Martone Cycling creator Lorenzo Martone. “My family is of Italian lineage, so this partnership makes me happy in my soul. It feels like a celebration of the good life and a reminder to enjoy the simple pleasures. In the end, that’s all that matters.”
Pulling inspiration from the luxurious, nonchalant undertones of Federico Fellini’s masterpiece “La Dolce Vita,” the 50-cm step-through Martone for Peroni bike is outfitted with an architectural basket perfect for carrying a picnic bursting with Italian noshes, such as Peroni and fresh cheeses, or olives and cured meats. The clean white frame is accented by Peroni’s signature blue in the rubber wheel treads and seat, and a more translucent blue is seen in the Lucite pedals. A pop of red accents the classic design in the handlebar grips and in Martone’s signature red chain.
“Peroni embodies the understated style and impeccable quality that Italy is celebrated for in all that we do,” said David Schmid, Peroni U.S. marketing director. “That’s why we’re so thrilled to partner with Martone, another brand that beautifully represents the best of the Italian lifestyle and shares our commitment to craftsmanship. Through this collaboration, we’ll bring a little taste of the easy and subtly sophisticated Italian summer to America.”
The limited edition collector’s bikes will be available for purchase exclusively in the U.S. through www.martonecycling.com beginning June 6.
In addition, a special sweepstakes giveaway will run from May 2 through August 31 for U.S. residents 21 and older to win one of these designer pieces. No purchase necessary. For official rules and details, including how to enter, visit www.BikePeroni.com. Void where prohibited.
Amout Martone Cycling Co. (www.martonecycling.com)
Designed in New York City and crafted in Taiwan, Martone bikes are composed of steel alloy and aluminum, weighing in at a mere 26 pounds (with basket). The wheels are 700 x 32c wide with stainless steel hubs and puncture resistant tires to tackle city streets. The one speed “Martone for Peroni” bike handles with ease, perfect for smooth rides and relaxation. Social media channels (FB, Twitter, Instagram, Pinterest) link MCC to the biking and fashion communities and celebrate the Martone enthusiasm for sharing.
About Peroni Nastro Azzurro (www.peroniitaly.com)
Peroni Nastro Azzurro, Italy’s No. 1 premium beer, is a crisp, refreshing lager that exudes Italian style. Created in 1963 in Italy, Peroni Nastro Azzurro launched in the United States in 2005, and today is enjoyed across six continents. Built on a foundation of excellence, Peroni Nastro Azzurro received its name in honour of the SSRex – the only Italian ship to ever receive the ‘Nastro Azzurro’ award, given to the ship that crossed the Atlantic in the shortest time in an international competition. The SS Rex became a symbol of prestige for Italy and today the ‘Nastro Azzurro’ or ‘Blue Ribbon’ is displayed in Peroni Nastro Azzurro’s name and branding as a symbolof the style, distinction and quality that Italy has been exporting to the world ever since. For more information, please visit www.peroniitaly.com