Peroni Brewery
An Italian brewing company founded in 1846 and known internationally for Peroni and Peroni Nastro Azzurro lagers.
Last updated October 14, 2026
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Overview
Peroni Brewery is an Italian brewing company whose origins date to 1846, when Francesco Peroni established a brewery in Vigevano, in Lombardy. The business expanded as demand grew and opened a second brewery in Rome. Giovanni Peroni moved the company’s center of operations to Rome in 1864, before Rome became the capital of the newly unified Kingdom of Italy. This relocation helped place the company close to the country’s political and commercial center and supported its development into one of Italy’s prominent brewers during the late nineteenth and early twentieth centuries. The company’s historic flagship is Peroni, a pale lager that became one of the most recognizable beer brands in Italy during the 1950s and 1960s. The brand’s portfolio subsequently broadened to include stronger, lighter, flavored and regional variants. Peroni Nastro Azzurro, introduced in 1963, became the company’s premium international lager. Its name means “Blue Ribbon” and refers to the Blue Riband awarded to the Italian ocean liner SS Rex in 1933. Nastro Azzurro has been positioned around Italian style, design, travel, sailing and premium hospitality, helping it achieve visibility beyond the domestic Italian market. By the 1990s, Peroni products were distributed internationally. In 2003, SABMiller acquired the company, making Peroni one of the international brands in SABMiller’s portfolio. In 2016, Asahi acquired Peroni, together with Grolsch and Meantime, from SABMiller. The transaction formed part of the remedies agreed with competition regulators in connection with Anheuser-Busch InBev’s proposed acquisition of SABMiller. Peroni therefore became part of Asahi’s international beer portfolio rather than remaining within the enlarged AB InBev group. The business continues to operate as an Italian-origin beer house under Asahi ownership. Its principal brands are Peroni and Peroni Nastro Azzurro, supported by products such as Peroni Gran Riserva, Peroncino, Peroni Leggera, Peroni Capri, Crystall and the historic Wührer brand. Product specifications vary by market. Peroni is generally presented as a mainstream Italian lager, while Nastro Azzurro is the flagship premium offering. Peroni has also developed alcohol-free and lower-alcohol propositions, including Peroni Libera 0.0%, to address changing drinking habits and occasions. The brand has built international recognition through advertising tied to the sea, sailing and Italian lifestyle, as well as sports and entertainment partnerships. Its motorsport associations include sponsorship of Aprilia and Honda Grand Prix motorcycle-racing teams, including periods when Valentino Rossi was a rider. More recent partnerships have included the Aston Martin Formula One Team for Peroni Libera 0.0% and Scuderia Ferrari HP. Production arrangements differ by country; for example, Molson Coors began domestic production of Nastro Azzurro at its Albany, Georgia brewery in 2024. In Japan, Asahi launched a canned Nastro Azzurro product in 2025.
History
Peroni Brewery traces its origins to 1846, when Francesco Peroni founded a brewing business in Vigevano, Italy. The company initially operated in Lombardy, but commercial growth led it to establish a second brewery in Rome. Giovanni Peroni moved the company to Rome in 1864, six years before the city became the capital of Italy. The move placed the brewery in an increasingly important urban and administrative market and helped establish the family business as a significant brewer in the newly unified country. During the late nineteenth and early twentieth centuries, Peroni expanded its presence and became one of Italy’s better-known brewing companies. Its beers were distributed across the peninsula, and the Peroni name gradually became associated with Italian beer more broadly. The company’s original Peroni beer later developed into its principal domestic brand. By the middle of the twentieth century, particularly during the 1950s and 1960s, Peroni was described as one of the most recognized beer brands in Italy. A major product and branding development came in 1963 with the launch of Peroni Nastro Azzurro. The premium pale lager took its name from the “Blue Riband,” an honor associated with the Italian ocean liner SS Rex after its 1933 transatlantic speed record. Nastro Azzurro was marketed as a premium expression of Italian identity and became the company’s principal international brand. From the 1960s onward, advertising frequently used maritime imagery, sailing themes and models dressed in sailor-inspired clothing. These campaigns connected the beer with the sea, leisure and an aspirational Italian lifestyle. Peroni broadened its activities and international distribution during the later twentieth century. By the 1990s, the Peroni name and product range were known and distributed in markets outside Italy. The company also maintained or developed other labels, including Wührer, a historic brand launched in Brescia in 1829. Its portfolio came to include different strengths and styles, ranging from the standard Peroni lager to Gran Riserva, Leggera, Capri, Peroncino and Crystall. In 2003, SABMiller acquired Peroni Brewery. The transaction placed the Italian company within one of the world’s largest brewing groups and supported the continued international distribution of its brands. Peroni remained an Italian-origin brand while gaining access to a broader multinational operating structure. The ownership structure changed again in 2016. Asahi acquired Peroni, Grolsch and Meantime from SABMiller. The divestment was required as part of the competition remedies agreed before regulators approved Anheuser-Busch InBev’s acquisition of SABMiller. Peroni consequently became part of Asahi’s international beer business. The acquisition also linked Peroni with Asahi’s wider premium-beer strategy in Europe and other markets. Brand development in the twenty-first century has combined premium positioning with new consumption occasions. Peroni Nastro Azzurro continued to use Italian design, food, travel and maritime associations, while Peroni Libera 0.0% enabled the brand to participate in the alcohol-free segment. The company also pursued high-profile sports partnerships. Nastro Azzurro sponsored motorcycle-racing teams, including an Aprilia 125cc team in 1997 and a Honda 500cc team in 2000 and 2001, with Valentino Rossi associated with those campaigns. In 2021, the Aston Martin Formula One Team partnered with Peroni to promote Peroni Libera 0.0%. Scuderia Ferrari HP announced a multi-year partnership with the brand in 2024. Manufacturing has become increasingly market-specific under multinational ownership. Molson Coors began producing Nastro Azzurro domestically in the United States at its Albany, Georgia brewery in 2024. In Japan, Asahi launched a canned Nastro Azzurro in 2025 at a price position comparable with selected Japanese premium lagers. Peroni therefore remains rooted in Italian brewing history while operating as a globally distributed, Asahi-owned beer brand with products adapted to local production and consumption patterns.
- 2025
Canned Nastro Azzurro launched in Japan
[1]Asahi introduced a canned Nastro Azzurro product for the Japanese market.
- 2024
Nastro Azzurro produced in the United States
[1]Molson Coors began domestic US production of Nastro Azzurro at its Albany, Georgia brewery.
- 2024
Scuderia Ferrari HP partnership
[1]Scuderia Ferrari HP announced a multi-year partnership with Peroni.
- 2021
Aston Martin F1 partnership
[1]Aston Martin F1 partnered with Peroni to promote Peroni Libera 0.0%.
- 2016
Acquired by Asahi
[1]Asahi acquired Peroni, Grolsch and Meantime from SABMiller in a regulatory divestment connected with the AB InBev–SABMiller transaction.
- 2016
Ownership transferred to Asahi
[5]Asahi acquired the Peroni business from SABMiller in connection with the European divestments required for the AB InBev–SABMiller transaction.
- 2003
Acquired by SABMiller
[1]SABMiller purchased Peroni Brewery.
- 2003
Peroni joins SABMiller
[7]SABMiller acquired Birra Peroni, adding the Italian brewer and its brands to its international beer portfolio.
- 1997
Aprilia motorcycle-racing sponsorship
[1]Nastro Azzurro sponsored an Aprilia 125cc Grand Prix team associated with Valentino Rossi, who won the championship that season.
- 1963
Peroni Nastro Azzurro launched
[1]Peroni introduced its premium lager, named after the Blue Riband associated with SS Rex. Peroni launched Nastro Azzurro as a premium lager aimed at a more modern and international audience.
Products and positioning
Italian mainstream and premium lager, with an emphasis on Italian style, design, travel and contemporary lifestyle.
Pale lager
Peroni
Peroni is the brewery's original and principal domestic brand. It is generally presented as a pale lager with an alcohol content of approximately 4.7% ABV, brewed using barley malt, maize, hop pellets and hop extract. The beer became especially prominent in Italy during the 1950s and 1960s and remains the core expression of the Peroni name. It is sold in bottles, cans and draught formats, subject to local distribution. A lemon-flavored version has also been marketed as Chill Lemon. The core Peroni lager associated with the brand's Italian domestic heritage. It serves as a mainstream expression of the portfolio and is sold in bottles, cans and draught formats, subject to local distribution.
Premium pale lager · 1963
Peroni Nastro Azzurro
Launched in 1963, Nastro Azzurro is Peroni's premium international lager and one of the best-known Italian beer brands outside Italy. It is commonly described as a 5.0% ABV pale lager. Its name refers to the Blue Riband associated with the Italian liner SS Rex, and its marketing has emphasized Italian style, sailing, travel, food and premium social occasions. It is produced in different formats and, in some markets, through local brewing arrangements; packaging and alcohol strength may vary by market. The brand's principal international lager, launched in the 1960s and named after the Italian ocean liner Rex's Nastro Azzurro distinction. It is marketed as a refined, design-conscious Italian beer and is distributed across numerous export markets. Packaging and alcohol strength may vary by market.
Alcohol-free beer
Peroni Libera 0.0%
Peroni Libera 0.0% is the brewery's alcohol-free offering. The product extends the Peroni brand into occasions where consumers want to avoid alcohol while retaining a recognizable lager brand and Italian positioning. Its visibility was increased through the 2021 partnership with the Aston Martin Formula One Team.
Strong lager
Peroni Gran Riserva
Gran Riserva is a stronger Peroni lager variant, listed at approximately 6.6% ABV in the referenced portfolio. It broadens the brand beyond the standard lager by offering a fuller and more pronounced drinking profile within the Peroni family. Gran Riserva products have included variants differentiated by malt, brewing profile or maturation positioning, with the precise range varying by market. A premium specialty range developed as a more distinctive extension of the Peroni portfolio. Gran Riserva products have included variants differentiated by malt, brewing profile or maturation positioning, with the precise range varying by market.
Pale lager
Peroncino
Peroncino is a pale lager in the Peroni portfolio, described in the reference material as approximately 5.0% ABV. It is one of the brewery's supporting products rather than its principal global flagship.
Light lager
Peroni Leggera
Peroni Leggera is a lower-strength lager listed at approximately 3.5% ABV. It provides a lighter alternative within the Peroni range and reflects the company's use of different strengths to serve varied drinking occasions.
Light lager
Peroni Capri
Peroni Capri is a lighter lager variant listed at approximately 4.2% ABV. Its name and presentation connect the product with Italian coastal and lifestyle imagery associated with the broader Peroni brand world.
Pale lager
Crystall
Crystall is a pale lager produced under the Peroni company portfolio. The referenced material lists it at approximately 5.6% ABV. It is a supporting beer line distinct from the better-known Peroni and Nastro Azzurro brands.
Pale lager · 1829
Wührer
Wührer is a historic beer brand associated with the Peroni company. It was launched in Brescia in 1829 and is described in the reference material as a pale lager of approximately 4.7% ABV. The brand illustrates the company's relationship with established Italian regional brewing labels.
Lager
Peroni Red
A red-labelled Peroni beer variant used in the brand's portfolio and in selected markets. Its availability and exact formulation are market-dependent.
Marketing campaigns
- 2024Scuderia Ferrari HP partnership
International markets
Scuderia Ferrari HP announced a multi-year partnership with Peroni, giving the brand a high-profile association with one of Formula One's most recognized teams and strengthening Peroni's international premium-sports positioning.
Outcome. Strengthened Peroni’s international premium-sports positioning.
- 2021Aston Martin Formula One partnership
International markets
Peroni partnered with the Aston Martin Formula One Team to promote Peroni Libera 0.0%, using Formula One visibility to support the alcohol-free product proposition and expanding Peroni's sports-marketing platform into Formula One.
Outcome. Expanded Peroni’s sports-marketing platform into Formula One and associated the brand with responsible, alcohol-free consumption occasions.
- 2000Nastro Azzurro Honda 500cc sponsorship
International motorsport markets
Nastro Azzurro sponsored a Honda 500cc motorcycle-racing team in 2000 and continued the association in 2001, with Valentino Rossi again connected to the sponsored team. The sponsorship extended the brand's motorsport platform from smaller-displacement Grand Prix racing to the premier 500cc category.
Outcome. Extended the brand’s motorsport platform from smaller-displacement Grand Prix racing to the premier 500cc category.
- 1997Nastro Azzurro Aprilia Grand Prix sponsorship
International motorsport markets
Nastro Azzurro sponsored an Aprilia 125cc motorcycle-racing team. Valentino Rossi rode for the team and won the championship during the 1997 season, connecting the brand with successful motorcycle racing and a prominent young rider.
Outcome. Connected the brand with successful motorcycle racing and a prominent young rider.
- 1960Nastro Azzurro sailing-themed advertising
Italy · International markets
From the 1960s onward, Nastro Azzurro advertising repeatedly used the sea and sailing as central creative themes. Campaigns commonly featured models in sailor-inspired clothing and connected the premium lager with maritime leisure and Italian lifestyle. The platform helped establish a consistent premium and internationally legible identity for Nastro Azzurro.
Outcome. Helped establish a consistent premium and internationally legible identity for Nastro Azzurro.
- Peroni Nastro Azzurro international brand platform
International
Nastro Azzurro's international marketing has consistently presented the beer through Italian style, design, food, travel and contemporary lifestyle cues. The platform supports the product's role as a premium imported lager rather than a purely local Italian beer.
Outcome. The campaign platform helped make Nastro Azzurro the most internationally recognizable expression of the Peroni brand.
Brand decisions
2025
Canned Nastro Azzurro introduced in JapanProduct launchBackground
Asahi manages Peroni as an international brand and adapts formats and positioning to local markets.
Action taken
Asahi launched a canned Nastro Azzurro product in Japan at a price position comparable with selected Japanese premium lagers.
Aftermath
The launch expanded Nastro Azzurro’s local format and placed it directly within Japan’s premium canned-beer segment.
2024
US localization of Nastro Azzurro productionStrategyBackground
Peroni’s international expansion has involved market-specific manufacturing arrangements.
Action taken
Molson Coors began producing Nastro Azzurro at its Albany, Georgia brewery for the US market.
Aftermath
The move enabled domestic US production of the brand while retaining its Italian identity and international positioning.
2021
Expansion into alcohol-free brand marketingStrategyBackground
The beer category has increasingly included products designed for consumers and occasions that avoid alcohol.
Action taken
Peroni used its Aston Martin Formula One partnership to promote Peroni Libera 0.0%.
Aftermath
The alcohol-free proposition gained a prominent international sports-marketing platform.
2016
Divestment of Peroni to AsahiM&ABackground
The sale was connected with the regulatory remedies required before Anheuser-Busch InBev could acquire SABMiller. The proposed Anheuser-Busch InBev acquisition of SABMiller required divestments to address competition concerns in European beer markets.
Action taken
SABMiller sold Birra Peroni, Grolsch and Meantime to Asahi Group Holdings.
Aftermath
Peroni became part of Asahi's European and international beer portfolio while continuing to operate as an Italian-origin brand.
2003
Sale of Peroni to SABMillerM&ABackground
Peroni had developed into an internationally distributed Italian brewing company and brand.
Action taken
SABMiller acquired the company and incorporated it into its international beer portfolio.
Aftermath
Peroni continued to operate as an Italian-origin international brand within a multinational brewing group.
1963
Launch of Nastro AzzurroProduct launchBackground
Peroni sought to extend its portfolio beyond its established domestic lager and create a premium product with international appeal.
Action taken
The company launched Nastro Azzurro, a premium pale lager named after the Blue Riband associated with SS Rex.
Aftermath
Nastro Azzurro became the company’s principal premium international brand.
1963
Creation of Peroni Nastro AzzurroProduct launchBackground
Peroni sought to develop a premium beer with stronger international potential and a more contemporary Italian identity.
Action taken
The company introduced Nastro Azzurro, using the Italian maritime Blue Riband association in its naming and positioning.
Aftermath
Nastro Azzurro became the company's leading export and global brand ambassador.
Sources7 sources
- 1Peroni Breweryen.wikipedia.org
- 2Birra Peronibirraperoni.it
- 3Birra Peroni official websiteperoni.it
- 4Asahi Group announces acquisition of Peroni, Grolsch and Meantimeasahi.com
- 5Asahi Group completes acquisition of Peroni, Grolsch and Meantimeasahi.com
- 6Asahi Group Holdings corporate informationasahi.com
- 7Peroni joins SABMillersabmiller.com
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