Do Italians Drink Peroni Beer?

I still remember the first time I drank a Peroni in Italy. It was a warm summer evening in Rome, and I had just arrived after a long train ride from Florence. My friend Luca had invited me to meet him at a small bar in Trastevere, one of those lively Roman neighborhoods where every alleyway smells like fresh pizza and the laughter of locals fills the air.

I was exhausted but excited. As I sat down at the outdoor table, Luca pushed a cold Peroni in front of me.

— "Here, this is what we drink," he said, taking a sip from his own bottle.
— "Is this really what Italians drink, or is it just what tourists order?" I asked, half-joking.
— He smirked. "It’s not craft beer, but it’s our beer. Simple, classic, and always cold."

That first sip was crisp and refreshing, cutting through the heat of the Roman night. I wasn’t sure if it was the beer itself or the moment, but it felt like the perfect drink for Italy.

Is Peroni Really Popular in Italy?

The short answer? Yes, Italians do drink Peroni. But it’s complicated.

Peroni is one of Italy’s most recognizable beer brands. Walk into any bar, pizzeria, or supermarket, and you’ll see that familiar red and white label staring back at you. But while it’s popular, it’s not necessarily beloved.

Think of Peroni the way Americans think of Budweiser or how the Dutch see Heineken—it’s the default beer, the one that’s always available, always drinkable, but not something people get excited about.

The Numbers Behind Peroni

• Peroni is one of the best-selling beers in Italy. Along with Birra Moretti, it dominates the Italian beer market.
• More than 6 million hectoliters of Peroni are produced annually. That’s a LOT of beer.
• Despite its Italian image, Peroni is actually owned by Asahi Group Holdings, a Japanese company. It was sold in 2016, but its production remains in Italy.
• Italians drink an average of 34 liters of beer per year. That’s far less than Germany (100L) or the UK (75L), showing that beer culture in Italy is growing but still modest compared to wine.

So yes, Italians drink Peroni—but they don’t drink beer in the same way that Germans or Belgians do.

When Do Italians Drink Peroni?

What I quickly realized is that Italians don’t drink beer just for the sake of drinking beer. It’s situational—certain moments call for a cold Peroni, and when they do, it just makes sense.

1. With Pizza

This is the classic Peroni moment. If you sit down at a traditional pizzeria in Italy, the drink choices are usually:

• A glass of house wine
• A Peroni or a Moretti

Beer and pizza are a natural match, and Peroni’s crisp, light taste works perfectly with a Margherita fresh out of the oven. I’ve lost count of how many times I’ve watched an Italian casually order a Peroni with their pizza without even looking at the menu. It’s just what you do.

2. At Football Matches

I once found myself in a tiny bar in Naples watching a Napoli vs. Juventus game. The place was packed with fans, all shouting at the TV, arms flailing with every pass and goal. And what were they drinking? Peroni.

I turned to the guy next to me and asked, "Why Peroni?"

— "It’s cheap, it’s cold, and it does the job," he said with a shrug before taking another sip.

Beer and football go hand in hand in Italy, but again, it’s about function over fancy flavors.

3. At Summer Festivals and Beach Bars

One of my favorite memories is being at a beach bar in Sicily, dancing barefoot on the sand with a Peroni in hand. The night was warm, the music was loud, and the beer was flowing.

Peroni fits these moments perfectly—it’s light, easy to drink, and keeps you refreshed when the sun is blazing.

What About Italian Craft Beer?

Now, here’s where it gets interesting. While Peroni dominates the mainstream, Italy has quietly built an incredible craft beer scene over the past 20 years.

There are now over 1,000 craft breweries in Italy, many of them experimenting with unique flavors, local ingredients, and high-quality brewing techniques. Some of the most famous include:

• Baladin – One of the pioneers of Italian craft beer, known for its experimental and Belgian-style brews.
• Birra del Borgo – Originally independent, now owned by AB InBev but still producing top-tier craft beer.
• Lambrate – A Milan-based brewery making bold, hoppy IPAs.

I remember walking into a craft beer bar in Bologna and ordering a double IPA made with Sicilian oranges. It was mind-blowing—full of rich citrus flavors and a smooth bitterness that I never expected from an Italian beer.

So, while Peroni is the everyday choice, Italy’s craft beer revolution is quietly growing, offering incredible alternatives for those who want something more complex.

The Peroni Debate: Love It or Leave It?

Like any mass-market beer, Peroni has its critics. Some Italians see it as a bland, industrial lager—"a beer you drink when you don’t care about beer."

Others, though, appreciate it for what it is: a simple, refreshing beer that fits perfectly into Italy’s laid-back drinking culture.

I once asked an Italian bartender in Milan what he thought about Peroni. His response?
— "It’s not the best beer, but when it’s hot outside and you just want something cold, it’s perfect."

And honestly? I agree. Not every beer needs to be an artisanal masterpiece. Sometimes, you just want to sit in a piazza, watch the world go by, and sip on something light and refreshing.

Final Thoughts: Should You Drink Peroni in Italy?

If you’re visiting Italy and wondering if you should order a Peroni, the answer is absolutely. It’s part of the culture, it’s everywhere, and in the right moment, it hits the spot.

But if you’re a beer lover looking for something more exciting, Italy’s craft beer scene is worth exploring. There’s a world beyond Peroni, filled with rich, creative brews that might surprise you.

So, next time you’re in Italy, grab a Peroni, sit back, and enjoy the atmosphere. And if you’re feeling adventurous, ask the bartender what local craft beer they recommend. Either way, you’re in for a great drinking experience.

What about you? Have you tried Peroni in Italy? Love it or hate it? Let’s debate over a cold one!

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