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27th March 2017


Italian brew masters, Peroni today announce the exclusive launch of their innovative new drink offering, Peroni Ambra – extending the brand into a new territory for the first time since its creation in 1963, to offer consumers a unique serve from the Super Premium Beer category.

Designed to open the palate and stimulate the appetite, Peroni Ambra is inspired by the classic Italian aperitivo, an occasion which is becoming more popular in the UK. It combines crisp and refreshing Peroni and the sharpness of Italian Chinotto – pronounced Kee-not-toe, a rare Italian citrus fruit, grown and harvested in Liguria, North West Italy, to offer a bitter and fragrant flavour for the early evening drinking occasion that sees continued growth amongst modern drinkers[1].

Distinctively, Peroni Ambra is served from its 250ml bottle into a bespoke tumbler glass, over ice, and garnished with an orange peel twist. Its balanced flavour leaves the palate cleansed and refreshed much like its Italian cocktail counterpart – the Negroni, which is now the second most popular cocktail in the UK and remains a Top Ten classic in the world’s best bars[2].

Italian designer, Andrea Morgante, was commissioned to design the bespoke glass – each one handmade, crafted by a small artisan Italian glass production house.

“The beer cocktail is being taken to a new level by Peroni Nastro Azzurro, who continually work with master mixologists to create sophisticated and intriguing infusions. Top mixologists around the world have been embracing bitter flavours for years – and now consumers are starting to discover it too.” Giuseppe Gallo, expert on Vermouth & Amaro.

To celebrate the launch of Peroni Ambra, Peroni has partnered with Somerset House, the centre of contemporary culture in the heart of London, and will be opening Somerset House Terrace, Presented by Peroni Ambra to the public on Saturday 1 April.  To mark the launch of Peroni Ambra, the terrace space will be open for six months until the end of September, Somerset House Terrace, Presented by Peroni Ambra will beautifully transform the open air, riverside space – with its sweeping views across London – into an immersive Italian experience, representing the Chinotto groves of Liguria.

Guests will be invited to discover the authentic tastes and rare ingredients of Italy, whilst savouring exclusive Peroni Ambra in a wonderful immersive environment. To celebrate the versatility of the Chinotto fruit, as well as the Italian tradition of the aperitivo occasion, Master of Taste, Francesco Mazzei, will also be curating a delicious, bespoke aperitivo menu – perfectly paired to complement the unique taste of Peroni Ambra.

Somerset House Terrace Presented by Peroni Ambra will be the first place that people can sample Peroni Ambra.  It will also become available in a selection of high end bars and outlets in London before it is more widely available nationwide throughout the summer.









Notes to editors:

Peroni Ambra is available with selected On Trade partners, £6 RRP, 6% ABV

The Somerset House Terrace, presented by Peroni Ambra

1st April – end of September 2017

Somerset House


London, WC2R 1LA

Opening hours: Monday-Saturday 12pm-12am and 12pm-6pm on Sundays.

For more information, visit


About Peroni Nastro Azzurro

Peroni Nastro Azzurro has been brewed in Italy since 1963 from one of three breweries across Italy; Padova, Rome and Bari. The unique recipe created by Carlo Peroni contains the addition of one-quarter Italian maize giving Peroni Nastro Azzurro a delicate balance of bitterness and citrus aromatic notes with a surprisingly quick and dry finish.

Considered the ‘most stylish’* beer brand in the UK Peroni Nastro Azzurro continues to be imported from Italy to this day.



About Somerset House

A unique part of the London cultural scene, Somerset House is an historic building where surprising and original work comes to life. From its 18th-century origins, Somerset House has been a centre for debate and discussion – an intellectual powerhouse for the nation. Somerset House is today a key cultural destination in London in which to experience a broad range of artistic activity, engage with artists, designers and makers and be a part of a major creative forum – an environment that is relaxed, welcoming, and inspirational to visit while providing a stimulating workplace for the cultural and creative industries.


Since its opening in 2000, Somerset House has built up a distinctive outdoor public programme including Skate, concerts, an open-air film season and a diverse range of temporary exhibitions throughout the site focusing on contemporary culture, with an extensive learning programme attached. In October 2016, Somerset House launched Somerset House Studios, a new experimental workspace connecting artists, makers and thinkers with audiences. The Studios provide a platform for new creative projects and collaboration, promoting work that pushes bold ideas, engages with urgent issues and pioneers new technologies. Somerset House is also one of the biggest community of creative organisations in London including The Courtauld Gallery and Institute of Art, King’s College London Cultural Institute and over 100 other creative businesses. It currently attracts approximately 3.4 million visitors every year.



Shoma Amin
Corporate Communications Manager

Asahi UK Ltd A subsidiary of Asahi Europe Ltd
One Forge End, Woking, Surrey GU21 6DB, United Kingdom +44 (0) 7788 345 806

Inc. in England and Wales (Reg. No. 05320470)