With the new Peroni Nastro Azzurro 0.0%, the brewer wishes to demonstrate inclusiveness for alcohol-free lifestyles and social occasions

Asahi Europe & International (AEI) is strengthening its non-alcohol category to achieve a 20% share of alcohol-free products in its portfolio by 2030.

The new Peroni Nastro Azzurro 0.0%, launched this month as part of AEI’s Super Premium portfolio, marks an important step towards the Asahi Legacy 2030 initiative – to have one-in-five non-alcoholic products across the company’s portfolio in the next eight years.

Its innovation in non-alcoholic beers is driven by the changing tastes and drinking habits of the population, particularly among the younger generations. In the UK for example, younger people have higher rates of abstention from alcoholic drinks with NHS data showing that more than 50% of men and 60% of women aged between 16-24 had not consumed alcohol in the last week. Alcohol Change UK also points to a 16% decrease in alcohol consumption across the general population since 2004. AEI is responding to this clear trend for reduced alcohol consumption.

AEI’s ambitions in transforming its portfolio to hold a 20% offering of non-alcoholic drinks is an important part of the broader 2030 Legacy programme. Responsible drinking – in addition to wellbeing and enjoyment – sit at the core of this programme, which outlines milestones for the brand such as adding responsible drinking labels on 100% of its products by 2030.

Peroni Nastro Azzurro 0.0% is an alcohol-free version of the world-famous Peroni Italian brand and available in 330ml glass bottles and 330ml cans, being the first of many offerings to come that cater to an alcohol-free lifestyle without a compromise on taste. Ensuring that the alcohol-free beer delivers on the same taste and crispness of the original product has been a key priority for AEI, which has invested to develop a taste as close as possible to the Peroni Nastro Azzurro signature flavour.

Grant McKenzie, Chief Marketing Officer, Asahi Europe & International comments: “Our goal to have 20% share of non-alcoholic products in our portfolio by 2030 aligns with our purpose of creating meaningful connections. We are continuously innovating to offer better non-alcoholic products that both taste and look great. This is what is expected today – absolute pleasure without compromise”.

AEI is also combatting irresponsible and underage drinking in its 2030 Legacy programme, in partnership with the International Alliance for Underage Drinking and the Respect 18 programme. The company has also set up aboutalcohol.com, a website that helps people make more informed choices about alcohol consumption.

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