Asahi Beer has launched cans for home use of its globally developed premium Italian beer “Peroni Nastro Azzurro,” which until now had only been available in bottles and kegs for restaurants. With initiatives such as promoting a special drinking experience called “Profumo,” the company aims to boost awareness and leap toward becoming the No.1 imported beer brand.
“We need to deliver Peroni to more people in order to achieve growth,” said Nick Larkworthy, General Manager of the Global Beer Brands Division. Acquired in 2016 and brought into the group, Peroni is regarded as a key investment target for the company, alongside its flagship giant brand “Super Dry.”
“Until now, we have built brand power mainly through restaurants and bars, creating exciting experiences. By launching cans, we are shifting to sales in mass retail outlets. This is a milestone for Peroni and reflects Asahi’s strong commitment to investing in the brand,” he explained.
Since 2022, draft Peroni has been brewed at the company’s Nagoya factory, successfully eliminating import costs. As a result, adoption has expanded beyond Italian restaurants to include Japanese and Chinese establishments, now reaching about 7,500 outlets. The goal is to expand to 10,000 outlets by year-end.
The newly introduced cans for home use will first be released in limited quantities in September and December, with a nationwide, year-round rollout planned for next year. Including bottles and kegs, Asahi Beer targets annual sales of one million cases by 2027, with the goal of overtaking today’s market leader “Heineken” in the imported beer segment.
Competing with “The Premium Malts” and “Yebisu”
The expected retail price at convenience stores is around 280 yen. Aiming to penetrate as a premium beer, Asahi Beer openly acknowledges those competitors’ brands as its rivals.
“While there remains a significant gap with competitors like ‘The Premium Malts’ and ‘Yebisu,’ Peroni is a brand worth investing in for us. We are aiming higher, with a strong focus on competing against those brands,” said Tomokazu Ryudo of the Global Beer Brands Division.
In contrast to competitor offerings, typically heavier in flavor, Peroni seeks to capture the vacant position as a “refreshing, easy-to-drink premium beer.”
Starting September 4, the paid tasting event “THE HOUSE OF PERONI 2025” has launched at “ZeroBase Shibuya” in Tokyo. Designed to resemble a cruise ship, the special venue offers a Mediterranean atmosphere where visitors can enjoy both canned and draft Peroni. The “Profumo” experience, in which citrus aroma is sprayed onto cans and glasses to enhance the refreshing taste, will also be available.
“We value providing experiences that justify the slightly higher price point of premium beer. Through events, we want to create the impression that ‘it’s worth paying a little more,’ a strategy we have already implemented in other countries before moving into mass retail. Since cans are mainstream in Japan’s household beer market, this approach allows us to build brand image in on-trade, then extend it to mass retail,” explained Larkworthy.
Nationwide-scale events are also being considered going forward. For the December launch, a six-pack including a mini bottle of “Profumo” will be sold.
