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Abstract: This paper looks at the history of Italian beer production, a process that was from the beginning heavily influenced by German and Austrian producers. These countries, with many centuries of experience in the brewing sector, have greatly influenced the production techniques and beer recipes of Italian breweries. Their owners opened factories in Italy, and their most prominent brands have controlled a large share of the Italian domestic market through dumping policies and purchases of corporate brands. Italian beer producers have managed overcome these difficulties through a continual process of innovation and industrial restructuring motivated by a growing demand for their products. With regard to demand, the massive advertising campaigns launched since the early twenties had a positive impact, along with changes in the eating habits of Italians that took place in the 1960s and the emergence of large scale and well-organised distribution networks. Our reconstruction of the history of Italian beer production looks at the case of the Birra d’Abruzzo Company, which began operations in 1922 and was incorporated by the Birra Peroni Company in 1929.

Keywords: Business history; Italy; beer industry; XIX-XX centuries