Peroni Brewery () is a

brewing company A brewery or brewing company is a business that makes and sells beer. The place at which beer is commercially made is either called a brewery or a beerhouse, where distinct sets of brewing equipment are called plant. The commercial brewing of b ...

founded by Francesco Peroni in

Vigevano Vigevano (; ) is a (municipality) in the province of Pavia, in the Italian region of Lombardy. A historic art town, it is also renowned for shoemaking and is one of the main centres of Lomellina, a rice-growing agricultural district. Vigevano ...

, Italy, in 1846. In 2016, as part of agreements made with regulators before

Anheuser-Busch InBev Anheuser-Busch InBev SA/NV, known as AB InBev, is an American-Belgian Multinational corporation, multinational Drink industry, drink and brewing company, brewing company based in Leuven, Belgium. It is the largest brewer in the world, and in 20 ...

was allowed to acquire SABMiller, the company sold Peroni to

Asahi Breweries The is a Japanese beverage holding company headquartered in Sumida, Tokyo. In 2019, the group had revenue of JPY 2.1 trillion. Asahi's business portfolio can be segmented as follows: Alcoholic drink, alcoholic beverage business (40.5%), over ...

Foundation and early history

Foundation by Giovanni Peroni in Vigevano

The Peroni company was established under the founding family name in the town of Vigevano, Italy, in 1846. Due to booming business, a second brewery was built in

Rome Rome (Italian language, Italian and , ) is the capital city and most populated (municipality) of Italy. It is also the administrative centre of the Lazio Regions of Italy, region and of the Metropolitan City of Rome. A special named with 2, ...

. The company was moved to Rome by Giovanni Peroni in 1864, six years prior to Rome becoming the Italian capital in 1870. Throughout the late 19th and early 20th centuries, the company became one of the most prominent brewing companies in the newly unified Italian nation.

Advertising

In the 1960s and through their expansion, Peroni Nastro Azzurro launched numerous successful advertising campaigns, keeping a strong focus upon the sea and sailing world; each campaign featuring a model styled in a sailor outfit and hat. In February 2021,

Aston Martin F1 Team Aston Martin is a British car manufacturer that has participated in Formula One in various forms and is currently represented by a team named as Aston Martin Aramco F1 Team. The company first participated in Formula One during the 1959 Formula ...

announced a partnership with Peroni to promote the Peroni Libera 0.0% alcohol-free beer brand. In 2024, Scuderia Ferrari HP announced that they would sign a multi-year partnership with the brand.

Acquisition and expansion

By the 1990s, both the Peroni brand name and product line were distributed and known worldwide. The London-based brewing giant

SABMiller SABMiller plc was an Anglo–South African multinational brewing and beverage company headquartered in Woking, England on the outskirts of London until 10 October 2016 when it was acquired by AB InBev for US$107-billion. It was the world's sec ...

bought the company in 2003, making it one of the few international brands in its portfolio. Peroni was bought from SABMiller by the Japanese brewing giant

Asahi Asahi (Japanese 朝日, 旭, or あさひ 'morning sun') may refer to: Places in Japan Cities * Asahi, Chiba (旭市; ''Asahi-shi'') Wards * Asahi-ku, Osaka (旭区; ''Asahi-ku'') * Asahi-ku, Yokohama (旭; ''Asahi-ku'') Towns * Asahi, Aichi ...

in February 2016.

Brands

Beers under the Peroni brand include: ''Crystall'', a 5.6%

abv Alcohol by volume (abbreviated as alc/vol or ABV) is a common measure of the amount of alcohol contained in a given alcoholic beverage. It is defined as the volume the ethanol in the liquid would take if separated from the rest of the solution, ...

pale lager Pale lager is a pale-to- golden lager beer with a well- attenuated body and a varying degree of noble hop bitterness. In the mid-19th century, Gabriel Sedlmayr took British pale ale brewing and malt making techniques back to the Spaten Bre ...

; ''Peroni Gran Riserva'', a 6.6% abv strong lager; ''Peroncino'', a 5% pale lager; ''Peroni Leggera'', a 3.5% pale lager; ''Peroni Capri'', a 4.2% light lager. The company also produces the ''Wührer'' brand – a 4.7% pale lager launched in Brescia in 1829. The main brands are ''Peroni'' and ''Nastro Azzurro''.

Peroni

''Peroni'' is the Peroni company's original brand. According to Assobirra, it is the best selling beer in Italy. It is 4.7%

and made with barley malt, maize, hop pellets and hop extract. By the 1950s and 1960s, ''Peroni'' was the most recognized brand of beer throughout the Italian peninsula and in 2019 was one of the five most popular Italian beers in the world. Peroni is also available as a lemon flavour, named chill lemon.

Nastro Azzurro

''Nastro Azzurro'' is a 5.0%

alcohol by volume Alcohol by volume (abbreviated as alc/vol or ABV) is a common measure of the amount of Alcohol (drug), alcohol contained in a given alcoholic beverage. It is defined as the volume the ethanol in the liquid would take if separated from the rest ...

. Launched in 1963, it is the Peroni Brewery's premium lager brand. The name means "Blue Ribbon" in Italian, in honor of the

Blue Riband The Blue Riband () is an unofficial accolade given to the passenger liner crossing the Atlantic Ocean in regular service with the record highest Velocity, average speed. The term was borrowed from horse racing and was not widely used until ...

won by Italian

ocean liner An ocean liner is a type of passenger ship primarily used for transportation across seas or oceans. Ocean liners may also carry cargo or mail, and may sometimes be used for other purposes (such as for pleasure cruises or as hospital ships). The ...

SS ''Rex'' in 1933.
Peroni Nastro Azzurro Campaigns. Retrieved 4 April 2013. Nastro Azzurro has also sponsored teams in

Grand Prix motorcycle racing Grand Prix motorcycle racing is the highest class of motorcycle road racing events held on Road racing, road circuits sanctioned by the Fédération Internationale de Motocyclisme (FIM). Independent motorcycle racing events have been held sin ...

. In 1997 they sponsored a 125cc

Aprilia Aprilia is an Italian motorcycle and Scooter (motorcycle), scooter manufacturer in Noale, Italy, founded by Alberto Beggio. History Early days Aprilia, named after the Pre-war automobile, pre-war Lancia Aprilia, was founded after the Seco ...

team with rider

Valentino Rossi Valentino Rossi ( ; ; born 16 February 1979) is an Italian racing driver, former professional motorcycle road racer and nine-time Grand Prix motorcycle racing World Champion. Nicknamed "the Doctor", Rossi is widely considered one of the greate ...

, who won the championship in that season. In 2000 and 2001 they sponsored a 500cc

Honda commonly known as just Honda, is a Japanese multinational corporation, multinational Conglomerate (company), conglomerate automotive manufacturer headquartered in Minato, Tokyo, Japan. Founded in October 1946 by Soichiro Honda, Honda has bee ...

team, again with Rossi as the rider.

References

External links

Birra Peroni website

Peroni Nastro Azzurro Facebook Page

Peroni Nastro Azzurro International Site

Nastro Azzurro Homepage

Fashion designer Antonio Berardi's art direction for Peroni Nastro Azzurro's Russian advertising campaign, JCReport.com

Emporio Peroni Press Release, 2005
{{Coord, 41, 53, 55.75, N, 12, 28, 48.87, E, type:landmark, display=title Asahi brands Breweries in Italy Beer brands of Italy Food and drink companies based in Rome Manufacturing companies based in Rome Manufacturing companies established in 1846 Food and drink companies established in 1846 1846 establishments in Italy