The House of Peroni is a meeting place for collaboration and inspiration. A living Italy. Welcome to the home of Italy’s contemporary creators in design, fashion, film, food and drink. Francesco Peroni established his first brewery in Vigevano, in Pavia province. It was called Birra Peroni and still bears the founder’s name to this day. It was a combination of climate, close proximity to the mountains – where ice and glacial water was plentiful – and the quality of ingredients that helped Francesco create such a distinctive pale, medium-strength beer that within a short time had become vastly popular.