La diffusione della Birra in Italia (secc. XIX-XX) e il caso della Birra d'Abruzzo

The production of beer in Italy (century XIX-XX). The case of Birra d´Abruzzo Company. This paper relates to the history of the Italian beer production, a process that, since its beginning, was heavily characterized by German and Austrian influences. These nations with their centuries experience in the brewer segment have greatly influenced either the production techniques or the beer mixtures produced by Italian breweries, additionally their management had opened factories in Italy and their big brands have occupied important shares of the domestic market through dumping policies. Despite these difficulties, the Italian production has managed to succeed through a continuous process of innovation and industrial concentration thanks to a growing request for the product. On the request there has been a positive impact of the massive advertising campaigns launched since the early twenties, the change in Italian´s eating habits occurred in the sixties and the advent of large retail chains. This contribution in illustrating the history of Italian production exposes the case of the Birra d’Abruzzo Company built in 1922 that became the Birra Peroni Company in 1929.