Molson Coors is shifting production of full-strength Peroni Nastro Azzurro to its brewery in Albany, Georgia, beginning in August.
The company said the move will ensure on- and off-premise retailers “have access to a fresh and steady supply of Peroni.”
Peroni kegs produced in the U.S. will begin showing up at on-premise accounts in September. Additionally, cans and bottles will become “widely available” in early 2025.
Meanwhile, production of non-alcoholic Peroni 0.0 will continue in Italy, with product imported to the U.S.
In a note to wholesalers, Molson Coors chief supply chain officer Brian Erhardt and CMO North America Sofia Colucci wrote that “accelerating Peroni Nastro Azzurro is critical” to the company’s ambition of growing its above premium beer portfolio. They added that the brand has been growing in the U.S. since 2020.
“Over the past several months, our brewers in the U.S. have worked tirelessly to stay true to the brand’s crisp refreshing taste and honor its original recipe from 1963 – brewed under the authority of Peroni master brewers in Italy,” they wrote. “ We are confident that the domestic production of Peroni will continue to deliver the same quality taste our consumers know and love with this brand.”
Erhardt and Colucci added that Peroni will receive “increased marketing support” through the transition.
“We also believe this expanded production will enable us to secure more distribution and bring Peroni to even more drinkers,” they added. “Peroni’s success has been undeniable, and we now will be positioned to fully unlock its potential.”
Molson Coors declined to share a production number for Peroni’s U.S. output.
Peroni isn’t the only brand to shed its import status. In 2021, Anheuser-Busch InBev shifted production of then-Belgian import brand Stella Artois from Europe to its U.S. brewing facilities. At the time, the company said the move would help shore up supply given “the instability of the international supply chain when it comes to some of our imports,” then U.S. chief sales officer Brendan Whitworth said.
A-B made investments in four facilities – St. Louis, Los Angeles, Newark, New Jersey, and Jacksonville, Florida – as part of the transition.