Molson Coors to bring Peroni production to U.S.

From Miller Coors & Alex Parker, 29 May, 2024

✓ Molson Coors is bringing production of Peroni Nastro Azzurro to the U.S.
✓ Growing its high-end beer portfolio is a priority
✓ Bringing production in-house allows Molson Coors to better serve distributor network and customers

Molson Coors Beverage Company is set to begin production of Peroni Nastro Azzurro at its Albany, Ga., brewery this summer.

Growing its high-end beer portfolio is one of Molson Coors’ top priorities, and the company sees domestic production of Peroni Nastro Azzurro as an important step to realizing the brand’s full potential in the market.

Taking ownership of the brewing process will allow Molson Coors to better serve its network of distributors and customers across the U.S., says Brian Erhardt, chief supply chain officer. And, he says, 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 this summer, with bottles and cans to follow next year. Peroni Nastro Azzurro 0.0% will continue to be brewed in Italy.

A key part of Molson Coors’ above-premium beer portfolio, Peroni has been growing since 2020, winning over drinkers looking for a taste of Italy. This year alone, Peroni has unveiled a new partnership with the Scuderia Ferrari Formula 1® Team and released a custom line of limited-edition Italian leather loafers with the popular shoemaker, M. Gemi.

Now, Peroni’s expanded production will be supplemented with increased marketing support for the brand, and Molson Coors believes the shift will expand opportunities for distribution of the brand.

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