The temporary bar and restaurant will be open daily until October.
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House of Peroni
Credit: Courtesy of Peroni Nastro Azzurro

When discussing beer, most countries have a brand that immediately comes to mind: Guinness in Ireland, Red Stripe in Jamaica, or even Budweiser in the U.S. Like many countries, Italy has seen an increasingly booming independent beer scene — but for many, Peroni is still the first brand to come to mind. And now, for the first time, Peroni Nastro Azzurro has its own dedicated bar and restaurant in Italy.

Launched in Rome this week, the first ever "House of Peroni" is billed as a spot to celebrate authentic Italian food, drink, and culture — and, of course, drink plenty of beer — in the same city where the Nastro Azzurro brand was launched in 1963. Not quite a permanent home but certainly longer than a pop-up, this House will be open daily from lunch until late until October at the Palazzo Dama hotel.

"The House of Peroni Nastro Azzurro is more than a brand experience: it is an integral part of the essence of this brand, which has always been the flagship of the Italian style around the world," Francesca Bandelli, Peroni's marketing and innovation director, stated in the announcement. "We are proud to launch this for the first time in Italy, in the heart of Rome, where almost 60 years ago the Peroni Nastro Azzurro brand began."

House of Peroni
Credit: Courtesy of Peroni Nastro Azzurro

Of course, Peroni diehards can grab the beer across the globe, so the House of Peroni is upping its drink game beyond simple bottles and draft. Mixologists Simone Caporale has created three beer-based cocktails — a Peroni Nastro Azzurro Spritzettino, a Peroni Nastro Azzurro Negroni, and a Peroni Nastro Azzurro Passione — that hopefully even non-beer lovers can appreciate. Additionally, the food menu comes courtesy of renowned pizza chef Gino Sorbillo.

Peroni also explains that "a significant number of events" featuring "many special guests and performers" will be taking place over the summer.

"We are excited to launch the new and unique home of Peroni Nastro Azzurro," Richard Ingram, the global brands director for Peroni's parent company Asahi, added. "The doors are now wide open and we welcome visitors from around the world to come and sample some authentic Italian culture in the beautiful host gardens of Pacifico, alongside — of course — high end food and drink and perfectly served Peroni Nastro Azzurro."