The company behind Peroni turned down the Crown Hotel's request after visiting the venue.
BBC: Italian beer brand Peroni 'snubs Skegness'
He said several other Lincolnshire outlets had also wanted to sell Peroni but had also been refused permission.
He has given the old Peroni a wide berth and is getting stuck into a bit of local culture - he tells me Milan's a bit like Kettering.
BBC: Countdown to AC Milan v Man Utd
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