Birra Peroni

What Birra Peroni does

Birra Peroni s.r.l. is an Italian brewing company founded in 1846 and headquartered in Rome, operating as a wholly-owned single-member company under Asahi Europe and International Ltd (Asahi Group). The company produces and sells a multi-brand beer portfolio — including Peroni, Peroni Nastro Azzurro, Peroni Gran Riserva (Doppio Malto, Rossa, Bianca), Raffo, Kozel, Italia Pilsen, and Tourtel — across three breweries in Rome, Padova, and Bari, plus the proprietary Saplo maltery at Pomezia. Annual production capacity exceeds 6.5 million hectoliters, of which more than 2.5 million hectoliters are exported to over 40 countries, supported by 800+ employees and a supply chain covering 1,500+ Italian farmers with blockchain-traceable 100% Italian malt.

The business is structured around two principal B2B distribution channels: On Premise (HoReCa — hotels, restaurants, cafes, bars) served by dedicated regional sales area managers in North, Center, and South Italy, and Off Premise (GDO/Modern Trade and discount chains). A small direct-to-consumer layer was added in 2025 with the Rome Peroni Store flagship. Revenue derives primarily from packaged and draft beer sales through these channels, with no public consumer pricing disclosed. The portfolio spans mass-market lagers, premium and super-premium SKUs (Peroni Nastro Azzurro, Gran Riserva), and a growing non-alcoholic line (Nastro Azzurro Zero, Tourtel), supported by capital investments including over €5 million in a Rome dealcoholization plant, over €25 million in the Padova facility, and a 660 sqm solar collector installation at Bari.

Brand assets are anchored by 180 years of heritage and the official registration of Peroni and Peroni Nastro Azzurro as Historical Marks of National Interest. Marketing is driven by high-profile sports and entertainment sponsorships (Scuderia Ferrari HP, Aston Martin F1, Internazionali BNL d'Italia tennis, Federazione Italiana Rugby, MasterChef Italia) and the BeHer gender-equality initiative. The company holds Top Employer Italia certification for the fifth consecutive year (2026), was the first in the Italian beverage sector to obtain UNI/PdR 125:2022 Gender Equality Certification, and operates an R&D collaboration with CREA through Campus Peroni. Strategic priorities include a Group-level target of 20% non-alcoholic share of portfolio by 2030, zero CO2 emissions at production sites, 100% sustainable raw materials and reusable/recyclable packaging by 2030, and gender parity in leadership.

Name

Birra Peroni

Legal name

Birra Peroni s.r.l.

Website

https://birraperoni.it

Company type

Private

Founded year

1846

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Birra Peroni is a 180-year-old Italian brewery and wholly-owned Asahi subsidiary producing multi-brand beers (Peroni, Peroni Nastro Azzurro, Raffo, Kozel, Tourtel) across three Italian breweries and a proprietary maltery, serving HoReCa and retail channels domestically and exporting to 40+ countries.

Ownership category

akta.pro rank

Product category

Beer Brewing

NAICS

Breweries (312120)

SIC

Malt Beverages (2082)

akta.pro primary industry

Beer Brewing & Brands (CRADAIAA)

akta.pro secondary industries

Regional & National Breweries (THAFALAD), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Italian beer brewing
• Premium lager production
• Non-alcoholic beer production
• Malt manufacturing operations
• Brewery distribution channels

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Beer and beverage product sales: Birra Peroni generates revenue primarily through the sale of its portfolio of beer brands (Peroni, Peroni Nastro Azzurro, Peroni Gran Riserva, Raffo, Kozel, Tourtel, Italy Pilsen) through On Premise (HoReCa) and Off Premise (GDO/supermarkets) channels in Italy and export markets.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Birra Peroni brews and sells a multi-brand portfolio of Italian beers across mass-market, premium, and non-alcoholic segments, including Peroni, Peroni Nastro Azzurro, Peroni Gran Riserva, Raffo, Kozel, Tourtel, and Italia Pilsen. The company operates three production breweries and one proprietary maltery in Italy, sourcing 100% Italian malt and Apulian barley, and distributes finished beer through dedicated On Premise (HoReCa) and Off Premise (GDO/modern trade) sales organizations in Italy and through export partners in 40+ countries.

Product overview

Birra Peroni operates as a multi-brand beer company with a portfolio of distinct beer products spanning core lagers, premium variants, and non-alcoholic options. The main brand families include Peroni (standard lager), Peroni Nastro Azzurro (premium), Peroni Gran Riserva (premium specialty line with Doppio Malto, Rossa, and Bianca variants), Peroni Nastro Azzurro 0.0% (non-alcoholic), Raffo (Pugliese regional brand), Kozel (imported Czech beer), Tourtel (non-alcoholic), and Italia Pilsen (regional Padua brand). The company also produces specialty products like Peroni Cruda. Products are distributed through On Premise (HoReCa) and Off Premise (retail/GDO) channels.

Differentiator

Problem solved

Functional benefit

Brands

• Peroni: The main Italian lager brand, one of the most popular beers in Italy.
• Peroni Nastro Azzurro
• Kozel
• Raffo
• Tourtel
• Peroni Gran Riserva
• Nastro Azzurro Zero

Products and services

• Peroni Italian lager beer, the company's founding brand and most popular product on the Italian market, part of the Peroni family of products, served at everyday meals, family gatherings, and on-the-go occasions.
• Peroni Nastro Azzurro Premium Italian lager, described as the most consumed Italian premium beer worldwide, featuring distinctive blue ribbon branding and positioned for premium dining experiences, aperitivo, and special occasions.
• Peroni Gran Riserva Premium specialty beer line featuring three variants — Doppio Malto, Rossa, and Bianca — made with 100% Italian malt and presented in elegant packaging, targeted at consumers seeking super-premium beer experiences.
• Peroni Nastro Azzurro 0.0% (Nastro Azzurro Zero) Non-alcoholic premium Italian beer that maintains the full aroma and taste profile of Peroni Nastro Azzurro, targeted at wellness-oriented consumers, designated drivers, and consumers in alcohol-restricted contexts.
• Raffo Beer from Taranto with Pugliese regional identity, established 1919, available in variants including Ricetta Originale and Lavorazione Grezza, serving the Apulian regional market and partnerships with local entertainment venues such as Parco Gondar and Piccola Arena Taras.
• Kozel Czech beer brand in Birra Peroni's portfolio, the most sold and appreciated worldwide with 4.5 million HL sold globally and presence in 48 countries, positioned for culinary and entertainment occasions.
• Tourtel Non-alcoholic beer brand established in 1839, one of the historic non-alcoholic beer options, with new packaging introduced in 2021.
• Italia Pilsen Regional beer from Padua established 1919 with local heritage, the beer of Padua, serving the northern Italian market through the Padua brewery.
• La Squadra Peroni Limited edition canned Peroni product with inclusive messaging, launched in 2026.

Quantifiable outcome

• Production capacity of over 6.5 million hectoliters of beer per year across 3 production sites
• +6 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core, minor, major and flagship.

• CREA (Consiglio per la Ricerca in Agricoltura e l'Analisi dell'Economia Agraria)coreStrategic or Co-development Partner · 9 July 2026Campus Peroni is a Center of Excellence created through collaboration between Birra Peroni and CREA. It supports agricultural culture of quality and sustainability, conducting research on barley cultivation and sustainable farming practices. In 2026, the collaboration focused on expanding water management research in Italian barley farming as part of the Barley Harvest 2026.
• Raffo Piccola Arena TarasminorGTM or Marketing Partner · 1 January 2026Raffo announced the opening of 'Piccola Arena Taras' in the Tamburi district of Taranto — a new cultural and community space for the city, continuing the brand's investment in its Apulian roots.
• Internazionali BNL d'ItaliamajorGTM or Marketing Partner · 1 January 2025Peroni Nastro Azzurro is the official partner of the Internazionali BNL d'Italia tennis tournament, one of the most important events on the international tennis calendar organized by the Italian Tennis Federation. The partnership includes the launch of a new global communication campaign 'Solo una partita di tennis, solo una birra' (One tennis match, one beer).
• MasterChef ItaliamajorGTM or Marketing Partner · 1 January 2025Kozel, the Czech beer brand in Birra Peroni's portfolio, became the first beer partner of MasterChef Italia, the most-watched cooking talent show in Italy produced by Endemol Shine Group. The partnership aligns Kozel's culinary heritage with premium food pairing occasions.
• Kozel CarroponteminorGTM or Marketing Partner · 1 January 2025Kozel serves as the naming partner for the Carroponte open-air arena in Sesto San Giovanni (Milan area), hosting music and entertainment events throughout the summer. The partnership was renewed for summer 2026.
• Raffo Parco GondarminorGTM or Marketing Partner · 1 January 2025Raffo, Birra Peroni's Apulian beer brand since 1919, operates as naming partner for Parco Gondar, a major entertainment venue in Taranto, reinforcing the brand's deep connection to its hometown territory.
• Cigierre — Compagnia Generale Ristorazione S.p.A.minorStrategic or Co-development Partner · 1 January 2025Birra Peroni and Cigierre, an Italian leader in casual dining, launched 'The L.A.B. (Learning Across Brand)' collaboration — a talent development initiative combining both companies' expertise to nurture future professionals in the hospitality and food service industry.
• Scuderia Ferrari HPflagshipGTM or Marketing Partner · 1 January 2024Peroni Nastro Azzurro 0.0% maintains a multi-year global partnership with Scuderia Ferrari HP. The partnership celebrates the global launch of Peroni Nastro Azzurro Libera 0.0% and entered its second year in 2025 with the 'The Italian Way' campaign. Ferrari's Formula 1 team provides a global marketing platform for the non-alcoholic premium beer brand.
• Federazione Italiana Rugby (FIGC)majorGTM or Marketing Partner · 1 January 2024Peroni Nastro Azzurro renewed its multi-year partnership with the Italian Rugby Federation. The 'Terzo Tempo Village' initiative brings fans together beyond football rivalries. The collaboration reflects the brand's 'Se Ci Unisce è Peroni' (If we are united, it is Peroni) messaging and commitment to inclusion and overcoming stereotypes, including support for women's football.
• Aston Martin Cognizant Formula One TeammajorGTM or Marketing Partner · 1 January 2024Peroni Nastro Azzurro Libera 0.0% entered a multi-year global partnership with the Aston Martin Cognizant Formula One Team, celebrating the launch of the non-alcoholic premium beer brand in the same year the team competes in Formula 1.
• LegambienteminorStrategic or Co-development Partner · 1 January 2024Birra Peroni partnered with Legambiente, Italy's major environmental association, for volunteer activities at Parco Perotti in Bari, supporting local environmental protection efforts with approximately 40 Birra Peroni employees participating.
• Valore DminorStrategic or Co-development PartnerValore D, an association dedicated to gender equality and female empowerment in the workplace, contributed to the BeHer Academy educational platform's content development alongside Fondazione Libellula.
• Fondazione LibellulaminorStrategic or Co-development PartnerFondazione Libellula, long-standing in gender equality and female empowerment, partnered with Birra Peroni to develop educational content for the BeHer Academy platform covering topics such as economic, psychological, physical and digital independence.
• Università La Sapienza di RomaminorStrategic or Co-development PartnerBirra Peroni partnered with Sapienza University of Rome to provide 20 scholarships for the 2025/2026 academic year targeting female students in STEM disciplines (Engineering, Information Science, Mathematics, Physics, Natural Sciences), coordinated through faculty deans.
• Università Campus Bio-Medico di RomaminorStrategic or Co-development PartnerCampus Peroni launched a partnership with Università Campus Bio-Medico di Roma as part of its ongoing collaboration with academic institutions to promote agricultural and food chain research.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Heineken 0.0: Global non-alcoholic beer brand from Heineken, the primary direct competitor to Peroni Nastro Azzurro 0.0% in the Italian and international premium no-alcohol segment, with comparable dealcoholization technology and premium positioning.
• Ichnusa: Heineken-owned Sardinian beer brand, a direct competitor in regional Italian markets, particularly southern Italy, with overlapping HoReCa channel relationships and comparable brand heritage approach.
• Heineken Italia: Italian subsidiary of Heineken N.V., owns and operates Birra Moretti, Ichnusa, and other leading Italian beer brands. Direct competitor in both HoReCa and GDO channels across Italy with similar production scale and overlapping portfolio.
• Birra Moretti: Heineken-owned Italian heritage beer brand established in 1859 in Udine, one of Peroni's closest direct competitors in the Italian mass-market lager category. Comparable product positioning, channel mix, and consumer target.
• Menabrea: Historic Italian brewery founded in 1846 in Piedmont, producer of premium lagers with strong HoReCa presence. Comparable on heritage positioning, Italian regional identity, and premium on-trade channel approach.
• Carlsberg Italia: Italian subsidiary of Carlsberg Group distributing Tuborg, Carlsberg, and other premium beer brands. Competes directly with Birra Peroni across Italian HoReCa and Off Premise channels on premium positioning.

Emerging players

• Birra del Borgo: Italian craft brewery focused on premium and specialty beers, now part of the AB InBev craft portfolio. Comparable on craft/premium positioning though at much smaller scale, competing for craft and super-premium occasions.
• Baladin: Italian craft brewer and hospitality operator with a national distribution footprint. Comparable on premium positioning and Italian territorial identity, though smaller scale and direct-to-consumer oriented.

Broad incumbents

• AB InBev Italia: Italian operations of the world's largest brewer distributing Beck's, Corona, Bud, and Stella Artois. Competes broadly with Peroni in Italian off-trade and on-trade channels with a wider international brand portfolio.

Others

• Asahi Super Dry: Parent group Asahi's flagship premium lager, produced alongside Birra Peroni's portfolio and sharing the same corporate back-office. Compares on premium positioning, technology investments, and global brand building approach relevant to Italian export strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/birra-peroni

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Birra Peroni