Birra Peroni in Vigevano: entrepreneurship then and now

Vigevano - Museo dell’Imprenditoria vigevanese (Museum of Entrepreneurship)

November 19, 2019 – March 30, 2020

The exhibition “Birra Peroni in Vigevano: entrepreneurship then and now” tells the story of the first 50 years of the company, which was founded in Vigevano in 1846. The birth of Birra Peroni, and its growth into a globally recognized company, offers a starting point for reflections on the region’s entrepreneurial bent and its future evolution. Today Birra Peroni has 3 plants in the country and 1 malt house. In 2018, its production exceeded 6 million hectoliters, and its products are sold in over 70 countries, where it symbolizes the idea of Made in Italy.
Objects and documents from the Birra Peroni Historical Archive, alongside valuable documentation preserved in the Historical Archive of the Municipality of Vigevano, are on display in the Vigevano Museum of Entrepreneurship, in an exhibition that will become permanent in part. The exhibition is included in the calendar of the 18th edition of the Business Culture Week of Museimpresa, and is organized in collaboration with the Historical Archive of the Municipality of Vigevano and the Diapason Consortium.
By returning to the place where the history of Birra Peroni began, it validates the mission of a company that for over 170 years has worked with a sustainable supply chain throughout the country, nurturing the bond it created with the communities. This is in line with the theme selected for Business Culture Week, “A REGOLA D’ARTE” (BY THE BOOK). Showing how Italian business culture can be inclusive and sustainable, in this exhibition Birra Peroni shines a light on its ability to evolve and innovate while remaining faithful to the traditions that have allowed its success in the world.