Peroni was historically a beer only drank in pizzerias.

 

It was also commonly perceived that Italians were not known for their beer making expertise. However, they were renowned for their innate sense of style. Armani, Gucci, Ferrari….so why shouldn’t Peroni join that elite company?

 

Thus the strategy of positioning Peroni as "Italian style applied to beer" and elevating it to a fashionable accessory for both men and, quite markedly, women too, 

was conceived.

 

As a result it grew, over 5 years, from a 88 hectolitre brand to a 1 million hectolitre UK brand.