Peroni expands Japanese sales with Tokyo cruise event

Asahi Breweries is expanding the availability of Peroni Nastro Azzurro in Japan, transitioning the 350ml can format to year-round sales starting August 25, 2026. This follows a limited release in September 2025.

To commemorate the launch, the brand hosted ‘THE HOUSE OF PERONI 2026 Tokyo Aperitivo Cruise,’ a world-first cruise event for the brand. Held on the Sumida River and through Tokyo Bay, the event aimed to introduce the Italian tradition of ‘aperitivo’—the practice of enjoying drinks and light snacks before dinner—to the Japanese market.

The cruise featured themed food pairings, music, and the ‘profumo’ drinking method, which uses citrus scents to enhance the beer’s aroma. The event’s nautical theme draws inspiration from the brand name ‘Nastro Azzurro,’ meaning ‘Blue Ribbon,’ which refers to the prestigious award given to the fastest Italian ships in the 1930s.