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 beer ...
, founded by Francesco Peroni in
Vigevano
Vigevano (; lmo, label=Western Lombard, Avgevan) is a town and ''comune'' in the province of Pavia, Lombardy in northern Italy. A historic art town, it is also renowned for shoemaking and is one of the main centres of Lomellina, a rice-growing a ...
,
Italy
Italy ( it, Italia ), officially the Italian Republic, ) or the Republic of Italy, is a country in Southern Europe. It is located in the middle of the Mediterranean Sea, and its territory largely coincides with the homonymous geographical ...
in 1846. It is probably best known worldwide for its
pale lager
Pale lager is a very pale-to- golden-colored lager beer with a well- attenuated body and a varying degree of noble hop bitterness.
The brewing process for this beer developed in the mid-19th century, when Gabriel Sedlmayr took pale ale brew ...
, ''Nastro Azzurro'' (5.1%
ABV
Alcohol by volume (abbreviated as ABV, abv, or alc/vol) is a standard measure of how much alcohol (ethanol) is contained in a given volume of an alcoholic beverage (expressed as a volume percent). It is defined as the number of millilitres (mL) o ...
), which was the 13th best-selling
beer in the United Kingdom in 2010.
By 2016, Peroni was owned by Miller Brands U.K. of
SABMiller. As part of the agreements made with regulators before
Anheuser-Busch InBev was allowed to acquire SABMiller, the company sold Peroni to
Asahi Breweries on 13 October 2016.
Foundation and early history
Foundation by Giovanni Peroni & 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
, established_title = Founded
, established_date = 753 BC
, founder = King Romulus (legendary)
, image_map = Map of comune of Rome (metropolitan city of Capital Rome, region Lazio, Italy).svg
, map_caption ...
. 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. The company first participated in Formula One during the 1959 season where they debuted the DBR4 chassis using their own engine but it failed t ...
announced a partnership with Peroni to promote the Peroni Libera 0.0% alcohol free beer 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 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 (朝日, 旭, or あさひ) means "morning sun" in Japanese and may refer to:
Cities
* Asahi, Chiba (旭市; ''Asahi-shi'') Wards
* Asahi-ku, Osaka (旭区; ''Asahi-ku'')
* Asahi-ku, Yokohama (旭; ''Asahi-ku'')
Towns
* Asahi, Aichi (旭 ...
in February 2016.
Brands
Beers under the Peroni brand include: ''Crystall'', a 5.6%
abv
Alcohol by volume (abbreviated as ABV, abv, or alc/vol) is a standard measure of how much alcohol (ethanol) is contained in a given volume of an alcoholic beverage (expressed as a volume percent). It is defined as the number of millilitres (mL) o ...
pale lager
Pale lager is a very pale-to- golden-colored lager beer with a well- attenuated body and a varying degree of noble hop bitterness.
The brewing process for this beer developed in the mid-19th century, when Gabriel Sedlmayr took pale ale brew ...
; ''Peroni Gran Riserva'', a 6.6% abv
strong lager; ''Peroncino'', a 5% pale lager; ''Peroni Leggera'', a 3.5% pale lager. The company also produces the ''Wuhrer'' 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%
abv
Alcohol by volume (abbreviated as ABV, abv, or alc/vol) is a standard measure of how much alcohol (ethanol) is contained in a given volume of an alcoholic beverage (expressed as a volume percent). It is defined as the number of millilitres (mL) o ...
and made with
barley malt
Malt is germinated cereal grain that has been dried in a process known as "malting". The grain is made to germinate by soaking in water and is then halted from germinating further by drying with hot air.
Malted grain is used to make beer, whi ...
, 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.
Nastro Azzurro
''Nastro Azzurro'' is a 5.1%
alcohol by volume pale lager
Pale lager is a very pale-to- golden-colored lager beer with a well- attenuated body and a varying degree of noble hop bitterness.
The brewing process for this beer developed in the mid-19th century, when Gabriel Sedlmayr took pale ale brew ...
. 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 won by Italian
ocean liner SS ''Rex'' in 1933.
Peroni Nastro Azzurro Campaigns. Retrieved 4 April 2013. Nastro Azzurro has also sponsored teams in Grand Prix motorcycle racing. In 1997 they sponsored a 125cc Aprilia team with rider Valentino Rossi
Valentino Rossi (; ; born 16 February 1979) is an Italian former professional motorcycle road racer and nine-time Grand Prix motorcycle racing World Champion. Nicknamed ''The Doctor'', he is widely considered to be one of the greatest motorcyc ...
, who won the championship in that season. In 2000 and 2001 they sponsored a 500cc Honda
is a Japanese public multinational conglomerate manufacturer of automobiles, motorcycles, and power equipment, headquartered in Minato, Tokyo, Japan.
Honda has been the world's largest motorcycle manufacturer since 1959, reaching a producti ...
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
Beer brands of Italy
Breweries in Italy
Asahi Breweries
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