Peroni Creates Beer-Flavored Gelato for Beer Day (and It’s Free!)

Today is International Beer Day, and to celebrate the Molson Coors-owned Italian beer brand Peroni teamed up with Il Laboratorio del Gelato, a New York-based gelato business that prides itself on experimental collaborations to create beer gelato. The new creation is free for anyone who stops by one of Il Laboratorio’s two Manhattan shops today.

The gelato launched online Thursday, and quickly sold out. (Peroni declined to disclose exact numbers.) Il Laboratorio briefly reopened the online store with a new batch available for nationwide shipping this morning, but that stock also quickly sold out.

There’s still some at the shops, though, and the brand expects to have enough to serve anyone who stops by for a small cone or cup of Peroni Gelato throughout the day. If there’s any left over, it will continue to be sold at the stores through Sunday while supplies last.

According to Il Laboratorio del Gelato owner Jon Snyder, the Peroni Gelato was made using the “Italian method” of ice cream development and manufacturing—the same way he makes all of the shop’s frozen treats.

“To create this refreshing new flavor, we used our foundational method of low butterfat, strong flavor and dense texture, with an inclusion of Peroni beer and fresh lemon juice,” Snyder said. “The result is a crisp and refreshing, quintessentially Italian treat perfect for summer.”

The collaboration came about naturally, according to Snyder, because both brands have a strong connection to Italy.

To promote the new gelato, Peroni will be advertising it across digital and social platforms and through a variety of PR efforts.

Peroni’s not the only brand celebrating International Beer Day. New Belgium Brewing used the holiday to announce that its flagship beer, Fat Tire Amber Ale, is the first nationally distributed beer in the United States to achieve carbon-neutral certification. It also increased the price of a six-pack of Fat Tire to $100 (for today only) to point out how climate change is projected to affect beer prices without immediate action.