Sun. Jul 14th, 2024

Molson Coors takes production of Peroni Nastro Azzurro in-house

By Vaseline May30,2024

Molson Coors is moving production of its licensed Italian beer brand Peroni Nastro Azzurro to the US.

The American brewer will start production of Peroni Nastro Azzurro in-house at its brewery in Albany this summer. Brewing and packaging of the alcohol-free brand Peroni Nastro Azzurro 0.0 remains in Italy.

Japanese brewer Asahi Group owns the Italian beer brand Peroni, after buying it from SABMiller in 2016.

“By owning the brewing process, Molson Coors can better serve its network of distributors and customers in the U.S.,” said Brian Erhardt, Chief Supply Officer of Molson Coors.

Manufacturing the Peroni Nastro Azzurro brand in the U.S. gives Molson Coors more room to expand the brand while reducing overseas supply issues and costs. The group will begin barrel production in the summer and can production will begin in 2025.

The US market has seen production moves in recent years with companies favoring local production for international brands.

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Japanese group Sapporo bought San Diego-based Stone Brewing in 2022 in a $165 million deal. The brewer is using Stone’s two U.S. production facilities to expand production of its flagship eponymous beer in the United States.

Anheuser-Busch InBev (AB InBev) has brought production of its Stella Artois, Bass and Beck’s brands home.

Speaking about AB InBev’s Stella Artois promotion last year, Rabobank analysts Francois Sonneville and Jim Watson said: “One of the reasons why brewers are reluctant to brew imported beer locally in the US is concern about the impact on brand perception.

“There was significant resistance to the Beck’s brand when consumers learned that the German brand was brewed in the US.”

Molson Coors’ Erhardt seems to want to get ahead of these concerns this week, saying: “We have been working closely with Peroni’s talented master brewers over the past few months to ensure we stay true to the brand’s crisp, refreshing taste and honor the original character. recipe from 1963.”

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