Asia’s first House of Peroni opens in Shanghai, delivering stylish Italian beer culture to Chinese market

Photo: Courtesy of Asahi Beer Asia

House of Peroni, Italian beer Peroni Nastro Azzurro (Peroni)’s flagship store in Asia, officially opened in August on the Bund of Shanghai. In partnership with Casanova restaurant, it seeks to introduce high-quality lifestyle with an Italian flavor to Chinese consumers.

The beer brand was established in 1963, and the inspiration of the name Peroni Nastro Azzurro dates back to a competition Nastro Azzurro that the Italian ocean liner SS Rex won the award in 1933. 

It won the “Blue Riband” trophy which was awarded to the ocean liner that crossed the Atlantic Ocean with the fastest speed.

Representatives of Asahi Beer (China) Investment Co, Ltd (from left): sales director Andrew Li, marketing director Dolly Chang, and Peroni brand manager Pan Zijie Photo: Courtesy of Asahi Beer Asia

The flagship store is the first of its kind in Asia following similar stores being launched in Rome and Dubai.

The bartenders there will present the consumers in the Italian way to enjoy a freshly brewed beer, in which they will tilt the glass at a 45-degree angle, pour the beer gently and squeeze lemon peel slightly along the glass side. Consumers can enjoy the citrus flavor at first sip, followed by a hint of green olive.

The flagship store is a long-term venture, aimed to consolidate brand building, products promotion as well as cultural experiences in the market, and to allow more consumers to have a chance to explore the charm of Italian life and enjoy an immersive experience with an Italian twist.