Birra Peroni
Rome, Italy · Est. 1846
Tally's Take
Why this matters
Italy's most exported lager, and one of the premium European brands Asahi picked up when regulators forced SABMiller to sell.
The Museum
Timeline
- 1846Founded
Birra Peroni begins brewing in Rome.
- 2016Sold
Founded in Vigevano and moved to Rome, it was sold by SABMiller to Asahi in 2016 as part of the anti-trust divestments following the AB InBev merger.
The Beer Library
Beers
Peroni
Year-RoundPale Lager
Francesco Peroni started brewing in the small town of Vigevano in 1846, a generation before Italy itself existed as a unified country. His son Giovanni moved the business to Rome in 1864 — six years before Rome was even the capital. The premium version, Nastro Azzurro, takes its name and blue ribbon from a 1933 ocean liner that crossed the Atlantic faster than any ship before it.
Drank this? Add it to your passport →Peroni Nastro Azzurro
Year-RoundCountry seed listing. [Region Pass 04]
Drank this? Add it to your passport →Peroni Gran Riserva
Year-RoundCountry seed listing. [Region Pass 04]
Drank this? Add it to your passport →Follow the money
How it changed hands
1 recorded move- 1846Founded
- 2016Sold
Founded in Vigevano and moved to Rome, it was sold by SABMiller to Asahi in 2016 as part of the anti-trust divestments following the AB InBev merger.
Today the chain tops out at Asahi Group Holdings.
Show your working
Sources
- controlConfirmed
Birra Peroni is controlled by Public company.
Asahi Group Holdings — Stock Information · Asahi Group Holdings · 2025-12
BreweryHigh reliabilityAccessed 2026-08-05Reviewed 2026-08-05
Only the claims above are sourced. Everything else on this page is the archive's own research and has not yet been tied to a document — which is worth knowing rather than hiding.
Straight answers
Common questions about Birra Peroni
- Who owns Birra Peroni?
- Birra Peroni is owned by Asahi Group Holdings. Birra Peroni is based in Rome, Italy.
- Is Birra Peroni still independent?
- No. Birra Peroni is owned by Asahi Group Holdings and is no longer independent.
- When was Birra Peroni acquired?
- 2016. Founded in Vigevano and moved to Rome, it was sold by SABMiller to Asahi in 2016 as part of the anti-trust divestments following the AB InBev merger.
- When was Birra Peroni founded?
- Birra Peroni was founded in 1846 in Rome, Italy.
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