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The Peroni company was established under the founding family name in the town of Vigevano, Italy (1846). The company was moved to Rome by Giovanni Peroni in 1864, six years prior to Rome becoming the Italian capital in 1870. Throughout the late 19th and early 20th centuries, the company became one of the most prominent brewing companies in the newly unified Italian nation.

The company’s brand strategy continued to refine itself to match industry trends of the 1980s. By the 1990s, both the Peroni brand name and product line were distributed and known worldwide.

The London-based brewing giant SABMiller bought the company in 2005, making it one of the few international brands in its portfolio. To re-launch the brand, SABMiller hired an empty boutique on 202 Sloane Street, London to align it with other Italian fashion brands; the boutique was entitled "Emporio Peroni".