Peroni

Francesco Peroni opened the brewery in Vigevano in 1846, and Giovanni Peroni took over management in 1867. A second brewery opened in Rome in 1864, and Peroni went on to become the biggest brewer in Italy. The brand's first advertisement appeared in 1910. In 1963, the brand launched a new lager. One of its early breweries was later converted into the Museum of Contemporary Art of Rome in 2002.

Peroni brews a pilsner in Italy, using Italian maize, Saaz-Saaz hops, Hallertau Magnum hops, two-row spring barley, and soft water. The alcohol-free lager in the range is made using finely aromatic hops and special yeasts, and is suited to those observing Dry January and sober-curious drinkers.

South African Breweries acquired Peroni in 2005. By 2016, the brand sat within Miller Brands U.K. of SABMiller, before Asahi Breweries completed the purchase on 13 October 2016. Beyond beer, Peroni has expanded into fashion, travel, and food, and operates a loyalty programme called Club Peroni. The brand holds the position of the world's number one premium Italian beer and is widely available through mainstream and specialist channels.