Birra Peroni has entered the “Register of historic brands of national interest” of the Ministry of Business and Made in Italy. The recognition, which includes the Peroni and Peroni Nastro Azzurro brands, guarantees protection to Italian brands registered or used continuously for at least fifty years.
According to Federico Sannella, Corporate Affairs Director of Birra Peroni, the registration confirms the historical and cultural value of the company, active for over 175 years. With Peroni Nastro Azzurro, the brand intends to represent Made in Italy at an international level, combining tradition and innovation to meet the needs of consumers.
Over the past five years, Birra Peroni has renewed its strategy, focusing on social, environmental and economic sustainability. Investments have been made to position products in the premium segment, with specific interventions on the main brands. Peroni has updated its visual identity and introduced traceability via blockchain to guarantee the origin of Italian malt. Peroni Nastro Azzurro, relaunched with its original name, has been made more competitive globally, also through sponsorships such as the recent one with Scuderia Ferrari HP.
