(Courtesy Peroni / Molson Coors)

Peroni Nastro Azzurro is a premium pilsner beer from the brewery, Peroni di Roma, in Rome, Italy.

Brewed to the original recipe since 1963, it has been gaining market share in the “premium” beer segment ever since the pandemic lockdowns ended in the US. So much so that Molson Coors will begin brewing Peroni at the company’s Albany, Georgia brewery this summer.

Molson Coors has been on a roll of late and have taken every opportunity to successfully build its stable of beer brands in the wake of last year’s Bud Light Trans fiasco that its primary competitor, Anheuser-Busch, is still recovering from.

Growing its high-end beer portfolio is a priority for the company and bringing in-house production of Peroni Nastro Azzurro to the US will significantly reduce distribution costs for a brand that up until now has only been brewed in Italy.

“Taking ownership of the brewing process will allow Molson Coors to better serve its network of distributors and customers across the US,” Brian Erhardt, chief supply chain officer told Beer & Beyond. Adding that “ensuring quality production has been top-of-mind for Molson Coors as it prepares for the transition.”

“We’ve spent the last few months working closely with Peroni’s talented master brewers to make certain we stay true to the brand’s crisp refreshing taste and honor its original recipe from 1963,” he says. “By brewing Peroni at home, we can ensure consumers can get fresh, great-tasting Peroni at even more of their favorite restaurants, bars, shops and events across the country.”

Molson Coors will begin producing kegs of Peroni in Georgia this summer, with bottles and cans to follow next year. However Peroni Nastro Azzurro 0.0% will continue to be brewed in Italy.

Peroni has been taking substantial marketing steps to up its presence the states. Just this year, Peroni announce a new partnership with the Scuderia Ferrari Formula 1® Team and released a special line of limited-edition Italian leather loafers with the popular shoemaker, M. Gemi.

“Peroni’s success has been undeniable, and we now will be positioned to fully unlock its potential,” added Chief Marketing Officer Sofia Colucci.

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