The company's main brand in Italy is Peroni a pale lager sometimes known as Peroni Red in export markets. However it is probably best known worldwide for its premium lager Nastro Azzurro, which was the thirteenth best-selling beer in the United Kingdom in 2010.
The Peroni Company was established under the founding family name in the town of Vigevano, Italy (1846). The company was moved to Rome by Giovanni Peroni in 1864, six years prior to the establishment of the city as a capital centre in 1870. Throughout the late 19th and early 20th centuries, the company became one of the most prominent brewing companies in the newly unified Italian nation.
The company's brand strategy continued to refine itself to match industry trends of the 1980's. By the 1990's, both the Peroni brand name and product line were distributed and known worldwide.
The London-based brewing giant SABMiller brought the company in 2005, making it one of the few international brands in its portfolio. To re-launch the brand, SABMiller hired an empty boutique on 202 Sloane Street, London to align it with other Italian fashion brands, the boutique was entitled 'Emporio Peroni'.