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In 2005 the Peroni Beer Brand was re-launched globally. Peroni Nastro Azzurro Beer made shopping history when it opened 'Emporio Peroni', a minimalist boutique. Located on one of the world's most stylish streets, Sloane Street in London, it sat comfortably alongside other leading Italian style brands.
Emporio was so restrictive that only window shopping was permitted – the latest way to drive people’s interest and desire.
Peroni Nastro Azzurro Beer started iconic advertising campaigns that have been vital to the prosperity of the name. In these campaigns, the image is, styled in a sailor outfit and hat, as an homage to the sea and the sailing world, a passion firmly held by the Peroni Beer family.
All advertising maintained this nautical theme; the ribbon on the sailor hat was representative of the one featured on the neck of the bottle, becoming a hugely special logo for the brand.
Post-war, modern Italian creativity met the manufacturing world and the two bloomed into the economic boom.
Italian style captivated the worldwide jet setters, including powerful politicians and wealthy royals, as well as A-list actors. They focalized on Italy to savour la dolce vita (the sweet life). This was the era and place that saw the birth of many iconic Italian brands.
In this decade the Italian economics entered an extraordinary period of growth that sustained over the next few years. One of the characteristics of the ‘quiet’ revolution’ was an improvement in consumption.
During this economic boom, there was a sudden rise of people moving into urban areas. Italians wanted to be in healthy cities, Rome in particular. This shift fundamentally altered the fabric of Italian society and it was in the second half of this decade that Birra Peroni started its remarkable growth.
Luxury Italian liner SS Rex won the coveted 'Blue Riband' ('Nastro Azzurro Beer' in Italian), a prize bestowed for the fastest crossing of the Atlantic by passenger cruisers.
Since then, the SS Rex has displayed a symbol of cultural pride, stimulating the name of Peroni Nastro Azzurro Beer 30 years later.
Due to remarkably high demand, a second brewery was, built in Rome and Francesco’s son, Giovanni, took over the producing of the new branch.
Eight years later, Peroni Beer headquarters formally transferred to the capital city. Over the next 70 years, the industry went from strength to strength to become the largest brewery in Italy.
Francesco Peroni discovered his first factory in Vigevano, in Pavia province. It was called Birra Peroni and still bears the founder’s name to this day.
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