Peroni, World's Best-Selling Italian Premium Beer, Launches 350ml Cans for Year-Round Sales Starting August 25

Asahi Breweries, Ltd. (Headquarters: Tokyo, President: Kazuo Matsuyama) announces:

Peroni, World's Best-Selling Italian Premium Beer

350ml Cans Now Available Year-Round Starting August 25

Cruising Event to Coincide with Launch

Asahi Breweries, Ltd. (Headquarters: Tokyo, President: Kazuo Matsuyama) will launch year-round sales of 350ml cans of Peroni Nastro Azzurro—the world's best-selling Italian premium beer*1,*2—starting August 25, 2026. To celebrate the launch, the company will host the 'THE HOUSE OF PERONI 2026 Tokyo Aperitivo Cruise' event.

The 350ml can of Peroni was first introduced in Japan in September 2025 as a limited release, receiving positive feedback from customers such as 'It makes Italian meals at home even more delicious' and 'The stylish design made me want to pick it up.'

To coincide with the transition to year-round availability, Asahi will host the 'THE HOUSE OF PERONI 2026 Tokyo Aperitivo Cruise,' a river cruise event touring Tokyo's Sumida River. Inspired by Italy's beloved food culture, the 'aperitivo,' guests can enjoy draft Peroni, specially curated food, and desserts while immersing themselves in the brand's world. Participation is by lottery, with applications opening on July 13, 2026.

Peroni, an Italian premium beer born in Rome, Italy in 1963, has been available in Japan since 2018 through Asahi Breweries, initially in draft and bottled formats. It is characterized by a balanced bitterness, a subtle citrus aroma, a crisp taste, and a clean, refreshing aftertaste. Through year-round can sales, events, and TV commercials, Asahi aims to further expand brand awareness and create new drinking occasions.

*1 Premium beer brand originating from Italy

*2 GlobalData, Worldwide Italian Premium Beer Market, January–December 2024, cumulative sales volume

Event Overview: THE HOUSE OF PERONI 2026 Tokyo Aperitivo Cruise

Name

THE HOUSE OF PERONI 2026 Tokyo Aperitivo Cruise

Dates

Route ①: Rainbow Bridge Tour Route

August 20 (Thu), 22 (Sat), 23 (Sun), 2026

Route ②: Sumida River Experience Route

August 28 (Fri), 29 (Sat), 30 (Sun), September 1 (Tue), 2 (Wed), 3 (Thu), 2026

*Subject to change or cancellation due to weather conditions

Time

Route ①: Gathering at 17:00, Dismissal at 19:00

Route ②: Gathering at 17:00, Dismissal at 18:40

Meeting Point

1st Floor Entrance Space, Asahi Group Headquarters

Address: 1-23-1 Azumabashi, Sumida-ku, Tokyo

Participation Fee

2,000 JPY (tax included) per pair (2 people)

*Fee is quoted per pair of two participants.

*Payment is required in advance.

Application Details

Application Period

July 13 (Mon), 2026 – July 26 (Sun), 2026

How to Apply

Complete the required fields and questionnaire on the application form below.

Application Form URL

https://peroni-campaign.jp/@aperitivo-cruise-202607

Number of Winners

122 pairs (244 people) selected by lottery

Eligibility

- Must be 20 years of age or older

- Must be able to pay the participation fee (2,000 JPY per pair) by the due date if selected

Results Announcement

Winners will be selected through a fair lottery after the application period ends.

Selected participants will be notified by email from the campaign office.