From retail partnerships to data-driven initiatives, Veroni USA is doing more than just ringing in the holiday season.
“A key element of our strategy is to partner with other iconic Italian brands globally recognized in the Italian aperitivo sector. This holiday season, we have teamed up with Mionetto Prosecco and Aperol Spritz to bring a unique initiative to select Mariano's stores in Chicago,” Emanuela Bigi, Veroni's Marketing Manager, explained. “Running for 10 consecutive weekends through the holiday season, this initiative offers consumers a once-in-a-lifetime experience: enjoying our premium charcuterie paired with a glass of the iconic Spritz. Our goal is to bring American consumers closer to Italian quality and let them discover our products, which are the embodiment of excellence and authenticity.”
Having kicked off just before Thanksgiving, Emanuela shared the cross-promotion with Mariano’s is not the team’s first. Successful in-store collaborations with Aperol Spritz in additional stores, including Kroger, have decorated the team’s initiatives, crowned with strong results.
“This is why we are planning another roadshow in 2025, this time partnering with additional major United States (U.S.) retail chains, further expanding the reach of the authentic Italian aperitivo experience," Emanuela teased. “Next year will mark a special milestone for us as we will celebrate 100 years of history. To commemorate this occasion, we have a series of initiatives planned that will allow us to pay homage to our long history while staying true to the unique style that has always set us apart and keeping our products at the center of everything we do.”
U.S. sales data continues to highlight consumers’ want for products that meet specific needs. Among these, the ones that stand out are moments of togetherness and sharing that certainly highlight the traditional holiday season, but extend beyond into the family gatherings, birthday celebrations, and times with friends that turn food into memories.
“Veroni has successfully anticipated food trends with a tailored approach for high-end food experiences,” Emanuela shared. “A great example of our ability to develop tailor-made products for the market is our collaboration with a leading U.S. retail chain, where we created a customized large-format solution. Initially launched as a seasonal product for the holiday period, its success led to year-round availability, demonstrating the strong appeal and adaptability of our offerings for diverse consumer needs.”
While she kept the banner under wraps, Emanuela pointed to a couple of products that further demonstrate the company’s consumer-facing intuition.
Veroni’s Party Tray line features sustainable paper packaging and generous portions ranging from 7 to 12 oz offers a great opportunity for large gatherings, while the company’s AperiTime line is a practical and versatile solution for more intimate occasions. 6 oz packages pair Veroni’s cured meats with cheese, olives, nuts, and breadsticks to create a ready-to-enjoy charcuterie board.
“These products bring the authentic Italian aperitivo experience directly into American homes, inviting consumers on a journey of Italian flavors, best complemented by a glass of wine or a classic Spritz,” Emanuela said. “For years, we have been working to establish Veroni as the go-to brand for those looking to experience an authentic Italian aperitivo through the excellence of our products. This goal is being achieved through a well-thought-out and targeted strategy.”
This year, Veroni launched a new concept, La Sostanza dell’Aperitivo (Veroni Aperitivo), featuring a vibrant, sophisticated visual identity to catch attention and invite foodies to embrace the glamour of an aperitivo in true Italian style. With this new slogan, the company plans to position Veroni as a leader in celebrating Italy’s most cherished routine as 2025 quickly approaches.
“Among our flagship initiatives are sponsorships of world-renowned tennis events, where we have introduced a proven and successful formula: high-quality charcuterie boards paired with premium beverages,” Emanuela continued. “We’re committed to bringing the Italian aperitivo to major tennis events and exciting food festivals across the U.S.”
With pieces in place to inspire and grow its hungry community, 2025 is set to be an exciting year for the near-centennial company.
