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BAR BRERA AND PERONI AT FUORISALONE 2026
DESIGN FINDS ITS PERFECT MEASURE in “a beer to enjoy until the very last sip”
From April 20 to 26, between aperitivo and music, Peroncino takes center stage in the heart of Milan.
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Milan, April 10, 2026 – On the occasion of Milan Design Week 2026, Bar Brera transforms for one week into a space where, together with Peroni, design, conviviality, and aperitivo culture come together naturally.
The historic venue, located in the heart of Brera, embraces the brand’s identity by celebrating Peroncino: Peroni’s reference product designed to accompany social aperitivo moments, combining the brand’s taste with the charm of a mini format. Produced with 100% Italian malt and selected ingredients, it now features a new restyling that enhances its recognizability. The 25cl format interprets convivial moments in a contemporary way and becomes the creative thread of the collaboration with Bar Brera, offering guests a beer to enjoy until the very last sip.
Design finds its perfect measure: the venue’s window display brings this concept to life through a selection of iconic objects. Proportions, details, and balance create a visual synthesis that finds its perfect expression in Peroncino. An idea of “design finding its measure” that resonates with the creative energy flowing through Brera during Design Week.
The highlight event will take place on April 23, from 6:00 PM to 10:00 PM, with Brera in Beat by Peroncino: a DJ set with the console positioned at the venue’s large window, designed to bring music into the street and engage the public in a dynamic and contemporary atmosphere.
Throughout the week, guests will also be able to enjoy an authentic Milanese aperitivo experience, with an offering that highlights Peroncino as the ideal choice for social moments. The iconic Brera signature cocktail will also be featured: a distinctive drink that reflects the colors and elegance of the neighborhood, made with BRANCA® ingredients, blending sweet and bitter notes as a tribute to Brera’s bohemian spirit.
Not just a beer experience: Bar Brera will also be the only point of sale in Milan where visitors can purchase a limited selection of Peroni merchandise – t-shirts, caps, socks, and tote bags. The latter features an exclusive illustration combining the iconic corner of Bar Brera with the unmistakable Peroncino format, celebrating the artistic soul of the district.
This collaboration once again confirms Bar Brera’s role as a meeting point between iconic brands and urban culture, capable of interpreting and amplifying the city’s creative energy during one of the most significant moments of the year, bringing together design, style, and taste.
BAR BRERA
Bar Brera traces its roots back to the late 19th century, when it was founded as a place of gathering and culture in the vibrant Brera district of Milan.
More than just a venue, it is considered an icon in the collective imagination. Over the years, it has been frequented by renowned figures from Italian and international culture, music, and art, and it continues to serve as a meeting point for journalists and writers.
PERONI
Peroni is an Italian lager beer with an alcohol content of 4.7% ABV, bringing people together from North to South.
Founded in 1846, it still uses only selected ingredients, such as 100% Italian malt, derived from a special variety of barley, to offer a high-quality beer.
Since 2021, Peroni has launched a blockchain-based traceability project for its 100% Italian malt, continuing to promote the value of territory, people, quality, and sustainability. Today, thanks to blockchain, these values can be guaranteed and transparently communicated to consumers.
Peroni is the market leader in both value and volume within the Horeca channel and, in 2024 as well, confirmed itself as the most top-of-mind beer among consumers (TOP OF MIND: 22.3%*). In fact, for 1 out of 5 Italians, the first beer that comes to mind is always… Peroni.
(Source: Circana, Horeca Channel, Value Sales – Volume Sales, YTD December 2024; KANTAR, Equity Tracking, YTD December 2024)
