The Italian beer brand Peroni Nastro Azzurro, since 2016 owned by Japanese brewer Asahi Group (inside.beer, 11.10.2016), is set to begin domestic production in the US at Molson Coors' Albany, Georgia brewery this summer. This strategic move aims to reduce logistics costs and the carbon footprint while enhancing Peroni's market presence in the US. Although it may lose some of its allure as an original Italian beer, consumers will benefit from a fresher product.
The decision to shift production to the US reflects Peroni's commitment to better serve its distribution network and customers across the country. Brian Erhardt, Molson Coors' chief supply chain officer, emphasized the collaboration with Peroni's master brewers to maintain the brand’s signature crisp, refreshing taste.
Initially, the US production will focus on kegs, with cans and bottles to follow in 2025. However, the non-alcoholic Peroni Nastro Azzurro 0.0% will continue to be brewed in Italy, preserving its traditional roots.
This move aligns with a broader industry trend where international brands are increasingly produced locally to reduce costs and streamline supply chains. Notably, Japanese brewer Sapporo expanded its US production by acquiring Stone Brewing in 2022 (inside.beer, 27.6.2022), and AB InBev has brought the production of its Stella Artois, Bass, and Beck’s brands to the US, while now brewing its Mexican beer Corona in several locations in Europe and Asia (inside.beer, 5.11.2019).
Peroni's growth in the US market has been significant since 2020, bolstered by strategic partnerships and marketing initiatives. The brand’s recent collaborations, such as with the Scuderia Ferrari Formula 1 Team and shoemaker M. Gemi for limited-edition Italian leather loafers, highlight its expanding influence and appeal.
Sofia Colucci, Chief Marketing Officer, expressed confidence in the brand’s future, stating, “Peroni’s success has been undeniable, and we now will be positioned to fully unlock its potential.” With increased marketing support and expanded distribution opportunities, Peroni is poised for continued growth and success in the US market.
