Peroni Just Changed Agencies—But What Happens to Its New Global Brand Platform Now?

The premium Italian beer brand has handed its global creative account to Havas following a competitive agency review, ending McCann’s tenure as the brand’s global creative partner after just two years.

The pitch process, supported by intermediary AAR, began in April, with final presentations held in June. Havas emerged victorious against incumbent McCann, alongside adam&eve\TBWA and Leo.

The transition is set to begin immediately, with Havas taking responsibility for Peroni Nastro Azzurro’s global creative work. McCann, however, will remain involved in one final UK project scheduled to launch in 2027.

Why Peroni’s Move to Havas Matters

The appointment is more than a routine agency switch. It signals a broader strategic push by Asahi Europe & International to sharpen its global brand direction and bring more of its international marketing ambitions under closely aligned strategic partnerships.

Asahi’s global brands CMO, Małgorzata Lubelska, said the decision followed a review of Peroni’s brand direction and future growth ambitions, positioning the iconic lager for its next chapter while allowing the company to bring global brands together under a strategic partner.

That connection is significant because Havas already works with Asahi Super Dry, giving the agency a deeper relationship with the Japanese brewing giant’s international portfolio.

For Havas, the win adds another globally recognised brand to its creative roster. For Peroni, it brings a new creative partner at a pivotal moment in the brand’s evolution.

A New Agency, but Peroni’s New Brand Platform Is Already in Play

The timing is particularly noteworthy because Peroni only unveiled its new multi-year global brand expression, “Only Peroni,” in March 2026.

The platform positions Peroni as an expression of effortless Italian style, using famous Italian cultural icons and the brand’s heritage to reinforce its premium credentials. The campaign was designed to extend across digital, social, outdoor, retail and experiential channels.

Now, Havas faces the challenge—and opportunity—of determining what comes next for one of the world’s most recognisable Italian beer brands.

Will the agency build on the momentum of the existing platform, or will Peroni’s new creative partnership eventually usher in an entirely new chapter for the brand?

What Happens Next?

Peroni’s agency shake-up comes as competition for global consumers and premium beer drinkers continues to intensify. The brand is betting that a new creative partnership can help it strengthen its international appeal while maintaining the Italian identity that has made it a global icon.

The immediate handover to Havas suggests the next phase is already underway.

And with McCann’s final UK project still waiting in the wings for 2027, Peroni’s marketing story may have one more twist before the new era fully takes shape.