Scaling a premium brand: Peroni on its plan to become a top 10 global beer

Peroni is betting that the first global brand extension in its history will help it become a top ten global beer brand by 2030.

The Italian company launched Stile Capri earlier in March, a lighter ABV (4.2%) beer that promises a more refreshing taste suited to the summer months, the first time that Peroni has embarked upon a global brand extension since its foundation in 1963.

For Mike O’Donoghue, global marketing manager at Peroni Nastro Azzurro, which is owned by Asahi Group Holdings, it is a golden opportunity to break into what he describes as a “€24bn category” where “volume is growing far ahead of value”.