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Peroni Nastro Azzurro, the official beer of the Australian Open since 2021, is a pale lager with a distinct clarity and a light golden colour. The Peroni company was founded in 1846 in Vigevano, Italy, by Francesco Peroni and has since become one of the most prominent brewing companies in Italy. Despite its Italian origins, one may wonder if Peroni beer is made in Australia, given its popularity and association with Australian events.
| Characteristics | Values |
|---|---|
| Place of origin | Vigevano, Italy |
| Year founded | 1846 |
| Founder | Francesco Peroni |
| Current owner | Asahi Breweries |
| Official Beer of the Australian Open | Yes, since 2021 |
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What You'll Learn
Peroni was founded in Italy in 1846
Peroni is an Italian brewing company founded by Francesco Peroni in 1846 in the small town of Vigevano, near Genoa, in the Lombardy region of Italy. The company was established under the Peroni family name, and Francesco's son Giovanni later joined the business. The mountain region, with its soft water and "low carbohydrates", provided the perfect conditions for brewing beer.
Peroni beer was first created in 1846 in Lombardy, and by 1864, its popularity had grown so much that the company was forced to move operations to Rome, Italy's capital city. Giovanni Peroni oversaw the move to Rome in 1864, six years before the city became the Italian capital. The company's headquarters have been in Rome ever since.
Peroni's original brewery in Vigevano was designed by the Italian architect Gustavo Giovanni, who put a modern twist on historic buildings. The brewery has since been transformed into the Museum of Contemporary Art of Rome, which features art from the 1960s to the present day.
Throughout the late 19th and early 20th centuries, Peroni became one of the most prominent brewing companies in Italy. The company expanded further in the 1950s and 1960s, with successful advertising campaigns that focused on the sea and sailing. Peroni's expansion continued throughout the 20th century, and by the 1990s, the brand and product line were distributed and known worldwide.
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Peroni Nastro Azzurro is the official beer of the Australian Open
The Peroni Nastro Azzurro brand has a strong association with the sea and sailing world, which has been reflected in its advertising campaigns over the years. The brand's iconic blue ribbon, inspired by the sea, was also featured in the design of the Australian Open's bar, furniture, and "blue ribbon seating areas". In addition to the crisp blue and white palette, the space drew inspiration from classic Italian architecture, creating a Mediterranean courtside oasis.
Peroni Nastro Azzurro has also brought a taste of Capri to the Australian Open with the Peroni Capri Beach Club. The Beach Club offers live music and beer on tap, adding to the incredible energy of one of the Open's busiest days, known as Peroni Super Saturday. Fans attending the Australian Open can enjoy Peroni's newest beer, Peroni Nastro Azzurro Stile Capri, a refreshing beer perfect for summer days.
The partnership between Peroni and the Australian Open is facilitated through Asahi Beverages, which acquired the Peroni brand in 2016. This multi-year deal sees Peroni Nastro Azzurro as the Official Beer Partner of the Australian Open, with extensive activation onsite at venues across Melbourne and Australia.
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Peroni's original brewery is now an art museum
Peroni is a beer that was originally brewed in Vigevano, Italy, and was founded by Francesco Peroni in 1846. Due to booming business, a second brewery was built in Rome, and the company was moved there by Giovanni Peroni in 1864. Over the next few decades, Peroni became one of the most prominent brewing companies in the newly unified Italian nation. In the 1960s, Peroni Nastro Azzurro launched numerous successful advertising campaigns, keeping a strong focus on the sea and sailing world, with each campaign featuring a model styled in a sailor outfit and hat. By the 1990s, both the Peroni brand name and product line were distributed and known worldwide.
In 2003, the London-based brewing giant SABMiller bought the company, making Peroni one of the few international brands in its portfolio. However, in 2016, as part of agreements made with regulators before Anheuser-Busch InBev was allowed to acquire SABMiller, the company sold Peroni to Asahi Breweries, a Japanese brewing giant.
The original Peroni brewery in Vigevano, Italy, is no longer used for brewing beer. Instead, it has been transformed into an art museum. The museum showcases the history of the Peroni brand and family, as well as exhibits on the art and science of brewing. The museum also features a variety of art installations and exhibitions by local and international artists. The space has been designed to be interactive and immersive, allowing visitors to explore the world of beer and art in a unique and engaging way.
The art museum has become a cultural hub in the community, hosting a range of events and activities beyond its exhibits. These include art workshops, film screenings, musical performances, and community gatherings. The versatile space has also become a sought-after venue for private events, from corporate functions to wedding receptions. The original brewery's architecture and unique atmosphere lend themselves well to these diverse uses, attracting visitors and locals alike.
The transformation of the original Peroni brewery into an art museum has not only preserved a piece of the brand's history but has also created a space that celebrates art, culture, and community engagement. Through its exhibits and programming, the museum continues to evolve, reflecting the dynamic nature of both the arts and the world of brewing that Peroni represents. Visitors can expect a unique experience that blends the brand's heritage with contemporary artistic expressions, offering a multi-sensory journey that appeals to beer enthusiasts and art aficionados alike.
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Peroni was acquired by Asahi in 2016
Peroni is an Italian brewing company founded by Francesco Peroni in Vigevano, Italy, in 1846. The company was moved to Rome in 1864 and became one of the most prominent brewing companies in Italy. In 2003, the London-based brewing giant SABMiller bought Peroni, making it one of their few international brands.
In February 2016, SABMiller sold Peroni to Asahi Breweries, a major Japanese multinational beverage company, for 2.55 billion euros (approximately $2.9 billion or 3.12 billion euros at the time). This sale was part of agreements made with regulators before the massive merger between SABMiller and Anheuser-Busch InBev (AB InBev) could be approved. The merger created a global beer industry giant with a combined revenue of about $64 billion and a share of around 30% of global beer sales.
The deal with Asahi included the Peroni and Grolsch brands, as well as certain European operations of SABMiller, such as the Meantime Brewing Company and SABMiller's sales and marketing office in France. For Asahi, this acquisition was an opportunity to expand its global presence and enhance its distribution network for domestic brands like Asahi Super Dry. It also provided a platform for growth in Europe and a chance to become a significant global player.
While Peroni's performance in Italy was stagnant, the brand had shown strong international growth, especially in markets like Australia, where it accounted for 8% of all imported premium beers. This international strength made Peroni an attractive acquisition target for Asahi, which was facing some internal economic challenges in its home market. The purchase of Peroni allowed Asahi to bolster its position in key markets and expand its brand portfolio.
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Peroni's ingredients include Italian maize and hops
Peroni is a brewing company founded by Francesco Peroni in Vigevano, Italy, in 1846. It is Italy's No. 1 premium beer and is still made in Italy. Peroni uses only the highest-quality ingredients and a meticulous brewing process.
In addition to maize and hops, Peroni is also made from malt, which is obtained by processing cereals such as barley, wheat, rye, oats, and corn. The barley used in Peroni is grown and ripened under the Italian sun, contributing to the unique flavour and quality of the beer. Water is another essential ingredient in Peroni, and the company uses top-quality, bacteria-free, locally sourced water to ensure the best possible taste and consistency.
Peroni's ingredients are carefully selected and sourced sustainably and environmentally-friendly. The company's commitment to using only the finest ingredients and its attention to detail in the brewing process have contributed to its success and reputation as a premium Italian beer brand.
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Frequently asked questions
No, Peroni is an Italian beer.
Peroni was first brewed in Vigevano, Italy, in 1846.
Peroni has been available in Australia since at least 2021, when it became the official beer of the Australian Open.
The Peroni brand is owned by Asahi Breweries, a Japanese company that purchased it from SABMiller in 2016.
Beers under the Peroni brand include Peroni Crystall, Peroni Gran Riserva, Peroncino, Peroni Leggera, and Peroni Capri.
