Peroni Nastro Azzurro launches a brand new, super-premium zero alcohol beer

Number 1. Super Premium Italian beer brand, Peroni Nastro Azzurro is proud to announce the arrival of Peroni Nastro Azzurro 0.0%, a brand-new alcohol-free variant to its iconic portfolio from April 2022.

Peroni Nastro Azzurro 0.0% will be instantly recognisable as it is crafted with superior Italian ingredients including the signature Nostrano dell’Isola maize – grown exclusively for Peroni Nastro Azzurro in the north of Italy – to create the same uplifting Italian taste, with 0.0% alcohol. Consumer testing revealed that 90% of tasters felt the flavour matched that of Peroni Nastro Azzurro and its high-quality taste was noted by 92% of the panel[2].

Birra Peroni implemented brand new technology in its Rome brewery to enable Peroni Nastro Azzurro 0.0% to match the flavour profile of signature beer, Peroni Nastro Azzurro, which has been brewing with Italian passion and flair since 1963. This new technology allows the signature base recipe and ingredients of Peroni Nastro Azzurro to be used, and only after the characteristic aroma and taste profile of Peroni Nastro Azzurro is fully developed, is the alcohol gently removed to deliver the crisp and refreshing Italian taste.

The trend of drinking beer is changing, with 1 in 3 UK adults now actively moderating their alcohol intake and 2 in 3 looking to lead a healthier lifestyle[3], Peroni Nastro Azzurro 0.0% responds to consumer demand and aims to serve occasions and social moments where beer lovers are seeking a superior tasting alcohol-free beer with 0.0% alcohol. Thanks to its effervescent, refreshing taste and 0.0% alcohol, consumers can live every moment fully. Whether they’re meeting friends at a bar, exploring sun-soaked streets on holiday, or relishing time at home watching full throttle fun of Formula 1™, there are no limits to when, and where, they can enjoy Peroni Nastro Azzurro 0.0%.

To support the launch in the UK, an integrated marketing campaign will launch on 14 April 2022, showcasing the superior Italian taste of Peroni Nastro Azzurro 0.0% via an impactful creative across TV, VOD, Social, and BTL activations across On and Off Trade outlets.

The ‘Tutti I Momenti’ TVC lives under the brand’s new ‘Live Every Moment’ creative platform and was filmed in the beautiful ancient coastal city of Ortigia, Sicily by world-renowned film director Greg Ohrel, famous for his mesmerizing music videos and production of ‘Open Sicily’ for Averna. ‘Tutti I Momenti’ heroes a character, Gian Marco, taking a journey through a small Italian town inspiring everyone he meets along the way to Live Every Moment.

The all-new alcohol-free beer will also appear on the Aston Martin Aramco Cognizant Formula One™️ Team race car. The multi-year partnership between Peroni Nastro Azzurro 0.0% and the British based Formula One™️ Team is now in its second year.

Peroni Nastro Azzurro 0.0% will replace Peroni Libera 0.0% across the car and all team kit, with the all-new 0.0% beer set to be served at prestigious events across the global Formula One™️ calendar including in the AMF1™ Team motorhome at most Grands Prix and across a number of stylish city centre activations throughout Europe aimed at engaging new and current consumers. The partnership with Aston Martin Aramco Cognizant Formula One™️ Team continues to play a key role in the ambitions of the Peroni brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio dedicated to non-alcoholic products by 2030.

Sam Rhodes, Marketing Director at Asahi UK comments: “Drinking a low or no alcohol product should not involve compromising in any-way. We’re so proud of what Peroni Nastro Azzurro 0.0% brings to the market and how it enhances the moment for consumers – an alcohol-free beer option with an Italian flair – superior flavour and quality taste.

We know that people are increasingly opting for low and no alcohol options as part of a balanced lifestyle when socialising in and outside of home. With its refreshing taste, people can truly live every moment – no matter where they are, what occasion it is or time of day, without compromise.”

Peroni Nastro Azzurro 0.0% will be available nationwide across UK and Ireland from April 2022.