peroni s r l

What peroni s r l does

Peroni S.r.l., operating under the legal name Birra Peroni S.r.l., is an Italian premium beer producer and the entity behind the Peroni Nastro Azzurro brand portfolio, founded in 1963 and headquartered in Rome. The company manufactures and distributes four distinct beer products: the flagship Peroni Nastro Azzurro lager, the Mediterranean-style Stile Capri variant (4.2% ABV with lemon and olive notes), the non-alcoholic 0.0% line produced through a proprietary dealcoholization process, and the regional Sardegna variant brewed from 100% Sardinian barley. Production is carried out across three owned manufacturing facilities in Rome, Padova, and Bari, with distribution spanning more than 70 countries through retail, e-commerce (including Amazon), and on-premise hospitality channels.

The company generates revenue primarily through unit-priced hardware sales of branded beer products, supplemented by limited-edition partnership SKUs such as the 2,024-bottle Ferrari collaboration. Its go-to-market model is heavily event-driven, leveraging flagship sports sponsorships — most notably with Scuderia Ferrari, the Italian Rugby Federation (FIR), Dinamo Sassari basketball, and the Internazionali BNL d'Italia tennis tournament — to drive brand affinity among premium beer consumers and sports enthusiasts. Digital engagement is layered through The House of Tifosi gamified quiz platform and the Peroni Nastro Azzurro Club loyalty program. Birra Peroni S.r.l. operates as a single-shareholder Italian società a responsabilità limitata subject to the direction and coordination of Asahi Europe & International Ltd, making it a wholly-owned operating subsidiary within the broader Asahi Group structure rather than an independent entity; its reported share capital stands at €132,276,728.42 fully paid-up.

Name

peroni s r l

Legal name

Birra Peroni S.r.l.

Website

https://peroninastroazzurro.it

Company type

Private

Founded year

1963

Operating status

Operating

Short description

Birra Peroni S.r.l. produces and distributes premium Italian beer under the Peroni Nastro Azzurro brand portfolio across 70+ countries, operating as a subsidiary of Asahi Europe & International Ltd with manufacturing facilities in Rome, Padova, and Bari.

Ownership category

akta.pro rank

Product category

Premium Italian Beer Brewing

NAICS

Beverage Manufacturing (3121), Breweries (312120)

SIC

Beverages (2080), Malt Beverages (2082)

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

Keywords

• Premium lager beer
• Italian brewery products
• Non-alcoholic beer
• Beer manufacturing
• Craft beer distribution

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Beer product sales: Peroni Nastro Azzurro generates revenue through sale of its beer products including original, Stile Capri, 0.0%, and Sardegna variants through retail, e-commerce, and on-premise channels.
2. Limited edition and partnership products: Revenue from limited edition products such as Ferrari collaboration bottles and special edition releases tied to sports partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Birra Peroni S.r.l. brews and distributes a portfolio of premium Italian lager beers under the Peroni Nastro Azzurro brand, including the flagship original lager brewed since 1963 with 100% Italian Mais Nostrano corn, the Mediterranean-style Stile Capri variant, a dealcoholized 0.0% non-alcoholic version, and the regional Sardegna specialty made with 100% Sardinian barley. Products are sold through retail, e-commerce, and on-premise channels across more than 70 countries.

Product overview

Peroni S.r.l operates as a premium Italian beer company under the Peroni Nastro Azzurro brand, offering a portfolio of four distinct beer products: the flagship Peroni Nastro Azzurro (original lager since 1963), Peroni Nastro Azzurro Stile Capri (Mediterranean-style with lemon and olive notes), Peroni Nastro Azzurro 0.0% (non-alcoholic variant via dealcoholization), and Peroni Nastro Azzurro Sardegna (regional specialty with 100% Sardinian barley). The company complements its beverage offerings with digital engagement platforms including The House of Tifosi (Scuderia Ferrari partnership quiz platform) and the Peroni Nastro Azzurro Club loyalty program. Manufacturing operations are conducted across three Italian facilities in Rome, Padova, and Bari, with the company operating under Asahi Europe & International Ltd as parent organization.

Differentiator

Problem solved

Functional benefit

Brands

• Peroni Nastro Azzurro: The original Italian premium beer, produced since 1963 with Mais Nostrano and noble hops.
• Peroni Nastro Azzurro Stile Capri
• Peroni Nastro Azzurro 0.0%
• Peroni Nastro Azzurro Sardegna

Products and services

• Peroni Nastro Azzurro (Original) Flagship premium Italian lager produced since 1963 using 100% Italian Mais Nostrano corn, malt, and hops; low-fermentation brew with a dry, fragrant, refreshing taste and noble hop aromatics for consumers seeking authentic Italian premium beer.
• Peroni Nastro Azzurro Stile Capri Mediterranean-style lager at 4.2% ABV infused with fresh lemon notes and olive leaves, delivering light, fragrant flavors aimed at aperitif occasions for consumers seeking a Mediterranean drinking experience.
• Peroni Nastro Azzurro 0.0% Non-alcoholic lager (0.0% ABV) that preserves the characteristic taste of the original Peroni Nastro Azzurro through a meticulous dealcoholization process, targeted at consumers seeking alcohol-free options without compromising on premium Italian taste.
• Peroni Nastro Azzurro Sardegna Regional specialty beer dedicated to Sardinia, brewed with malt from 100% Sardinian barley grown by local farmers, celebrating the island's territory and heritage for consumers interested in regional Italian provenance.
• Tifosi Nastro Azzurro 0.0% Ferrari Limited Edition Limited edition 0.0% bottle produced in collaboration with Scuderia Ferrari, restricted to 2,024 units for the inaugural year, aimed at Ferrari Tifosi and motorsport fans seeking exclusive collectible packaging.

Quantifiable outcome

• Present in over 70 countries worldwide
• +2 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Internazionali di Tennis (BNL d'Italia)coreStrategic or Co-development Partner · 1 January 2025Peroni Nastro Azzurro debuted as official partner of the Internazionali BNL d'Italia tennis tournament (April 29 - May 18, 2025) at the Foro Italico in Rome. Also partner of BNL Italy Major Premier Padel 2025 (June 8-15), continuing sports engagement at the same venue.
• Scuderia FerrariflagshipStrategic or Co-development PartnerPeroni Nastro Azzurro 0.0% is team partner of Scuderia Ferrari, two iconic Italian brands united for the first time. The partnership celebrates Ferrari fans (Tifosi) through The House of Tifosi platform featuring weekly quiz challenges. Limited edition bottles were produced (2,024 bottles for the inaugural year), and Ferrari drivers Charles Leclerc and Carlos Sainz participate in promotional activities including 'The Brake in' event.
• FIR (Federazione Italiana Rugby)coreStrategic or Co-development PartnerPartnership celebrating Italian passion and commitment, marking the 25th edition of the Six Nations rugby tournament. The collaboration promotes sporting spirit and national pride through The House of Peroni Nastro Azzurro experiential space where fans can enjoy the brand's unique variants.
• Dinamo SassaricoreStrategic or Co-development PartnerBasketball club partnership celebrating Sardinian territory with Peroni Nastro Azzurro Sardegna. Both entities share roots in their origins with stories of unconditional passion and constant innovation. The partnership honors Sardinia's unique identity.
• Super GminorStrategic or Co-development PartnerPartnership connected to Ferrari F1 activities, featuring Charles and Carlos in 'The Brake in' promotional content. Special edition 'Tifosi Nastro Azzurro 0.0%' bottles were produced for Ferrari fans worldwide.

Scale indicators4 records

Expansion highlights5 records

Broad incumbents

• Asahi Super Dry: Flagship premium lager of parent group Asahi; a sister brand within the same corporate family, competing in the same 'premium import' positioning in markets like the UK and Australia.
• Stella Artois (AB InBev): AB InBev's flagship premium European-style lager; competes with Peroni Nastro Azzurro for premium tap handles and import shelf space globally, especially in the US.
• Heineken: Global premium lager leader and owner of Birra Moretti; competes head-on with Peroni in on-premise accounts, with materially larger marketing budgets and distribution in 190+ countries.
• Carlsberg: Major European brewer with premium positioning (Carlsberg Premium, Tuborg); competing on European on-premise premium tap space and a broad international distribution footprint similar to Peroni's.
• Beck's (AB InBev): Premium imported German-style lager competing for the same 'premium import' consumer in markets like Italy, the US, and the UK where Peroni Nastro Azzurro is positioned.

Direct peers

• Birra Moretti: Italy's other leading premium heritage lager, now owned by Heineken. Directly competes with Peroni Nastro Azzurro on premium Italian lager positioning both in Italy and in export markets, particularly the UK and US.
• Birra Ichnusa: Sardinian heritage beer also owned by Asahi Group; closest sister brand within the parent portfolio, sharing the Sardinian territory narrative used by Peroni Nastro Azzurro Sardegna. Overlap is meaningful both in Italy and across export channels.

Regional players

• Birra Messina: Historic Italian lager brand (Heineken owned) primarily distributed in southern Italy; competes locally with Peroni, particularly in Sicily and the Mezzogiorno region.
• San Miguel: Premium lager from Spain/Philippines with Mediterranean heritage positioning; competes with Peroni Nastro Azzurro in the Mediterranean/southern European on-premise segment and selected export markets.

Emerging players

• Peroni Nastro Azzurro 0.0% competitive set — Athletic Brewing: Leading independent non-alcoholic craft brewer; competes with the 0.0% variant in the rapidly growing no/low alcohol category where Peroni's dealcoholization process targets premium consumer occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PeroniNastroAzzurro_IT
• Facebookfacebook.com/PeroniNastroAzzurroIt
• Instagraminstagram.com/peroninastroazzurro_it

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 peroni s r l