Birra Peroni Celebrates 180 Years with “The Red Box” Exhibition in Rome
Rome, May 21, 2026 – Birra Peroni, one of Italy’s most iconic brands, yesterday celebrated its 180th anniversary with the grand inauguration of the exhibition “The Red Box. Birra Peroni: 180 years, open to the future” at its production facility in Tor Sapienza, Rome. The event marked a significant milestone for the company, highlighting its historical presence and future-oriented investments in the capital.
The ribbon-cutting ceremony was attended by the Mayor of Rome, Roberto Gualtieri, and the President of Municipality V, Mauro Caliste, who joined the company’s top management in touring the factory and offices. This visit provided an opportunity to witness firsthand the results of the revitalization plan for the Roman plant.
The Importance of the Tor Sapienza Industrial Hub
Enrico Galasso, President and CEO of Birra Peroni, welcomed the dignitaries and emphasized the strategic importance of the Rome site. Established in 1864 and relocated to its current 200,000 square meter premises in 1971, the Tor Sapienza complex is now the company’s largest production facility in Italy. It employs over 400 people across offices, the factory, and sales, out of a total of more than 900 employees nationwide.
Over 60 Million Euros Invested in the Future
During the celebration, Birra Peroni also highlighted its substantial investments in transforming the Roman production site. Over the past decade, the company has allocated more than 60 million euros to the Rome hub, significantly reshaping the factory and the general management offices.
Technological Advancements and Logistics Improvements
Key investments include the installation of a new plant dedicated to the production of non-alcoholic beer, featuring state-of-the-art dealcoholization technologies. Additionally, a new entrance and parking area on Via Tiratelli, a 1.5 million euro investment, has recently been completed. This improvement aims to enhance safety and traffic flow on Via Birolli and Via Collatina.
Employee well-being has also been a priority, with the renovation of the canteen and enhanced air conditioning in various departments. Furthermore, the complete overhaul of the company’s headquarters, a project exceeding 5 million euros, earned the facility the prestigious LEED Gold international certification for energy efficiency.
Record Production Figures from the Rome Plant
The Rome plant operates four production lines, manufacturing over 3 million hectoliters of beer annually. This accounts for half of the group’s total production in Italy, with 35% of the Roman output destined for export markets worldwide. The facility produces iconic Made in Italy brands and international labels such as Peroni, Peroni Nastro Azzurro, Asahi Super Dry, and Kozel.
Mayor Roberto Gualtieri remarked at the end of his tour, “Birra Peroni represents an important part of Rome’s industrial history and identity. Celebrating its 180 years today means paying tribute to a company that has successfully navigated different eras, continuously investing in innovation, sustainability, and quality. The presence of this plant is an added value for the city in terms of employment and expertise.”
Inauguration of “The Red Box” Installation
The day culminated with the inauguration of “The Red Box. Birra Peroni: 180 years, open to the future” installation. This striking art piece, characterized by the brand’s iconic red color, lacks a roof and one side. This design symbolizes Birra Peroni’s commitment to continuous evolution and forward-thinking, while remaining deeply rooted in its Roman heritage.
Source: LaCapitale.it
