Italian brewery Birra Peroni is celebrating 170 years of history by promoting sustainability and launching limited-edition beer cans.
Over the past ten years, the company has reduced its water consumption by 45 per cent, while more than 6,000 tonnes of glass have been saved, and 99 per cent of waste has been recycled or reused.
Considerable attention has also been given to the packaging, so that 80 per cent of Birra Peroni's paper and cardboard, 60 per cent of its aluminium cans, 75 per cent of the steel in its bottle-stoppers, and 71 per cent of its glass are now made from recycled materials.
Last year, Birra Peroni produced 4.85 million hectolitres of beer, earning €447 million (+2%, compared to 2014).
On occasion of the anniversary, the brewery has launched a set of six limited-edition cans, featuring historical labels from 1910, 1930, 1935, 1960, 1964 and 1980. The new limited-edition pack will be available from June to October 2016.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.