Leading UK no-alcohol drinks brand Peroni Nastro Azzurro 0.0% are teaming up with DUSK, the UK’s biggest free drinks app, to own no-alcohol drinking occasions in the new year amongst drinkers aged 18-35.

In its biggest non-alcohol campaign to date, DUSK will be giving away tens of thousands of free beers and mocktails across the UK throughout January and into February.

With almost 9 million people in the UK planning to have a month off drinking at the start of 2023, the collaborations will allow tee-totallers to enjoy the refreshing tastes of two of the best-selling, premium no-alcohol beers, and a range of mocktails without paying a penny.

DUSK users across the UK will be able to grab themselves a free non-alcoholic beer in Laine’s, Fullers and Greene King pubs, from January 3rd.

From the 16th of January DUSK users will also be able to try one of 5,000 free Peroni Nastro Azzurro 0.0% beers, across Fullers and Metro Pub Group. Asahi is the owner of the Peroni brand – Asahi UK’s Marketing Director, Sam Rhodes, said: “We know people are increasingly opting for low and no alcohol options as part of a balanced lifestyle when socialising in and outside of home. That’s why we’re excited to team up with DUSK to offer thousands of people across the UK the refreshing Italian taste of Peroni Nastro Azzurro 0.0%, helping them to live every moment with friends.”

DUSK are also partnering with Adventure Bar Group venues, including Tonight Josephine, Bar Elba and Escapologist bars to offer free non-alcoholic cocktails throughout January.

Promoting the campaign to an audience of over 800,00 users, the partnerships will give Millennial and drinking age Gen-Z consumers the opportunity to try something new this January and enjoy a night out, while sticking to their sober resolutions.

Over the past few years, low and no-alcohol drinks have experienced a huge rise in sales across the UK – with many drinking age Gen Z’s now also becoming ‘sober curious’ and wanting to adopt a more holistic approach to drinking.

On the partnership, CEO and co-founder of DUSK, Sophie Abrahamovitch commented: “With UK sales of low and no-alcohol beers almost doubling in the last five years, the category is solidifying and we’re seriously excited to be working with these non-alcoholic brands and UK bars to kick off the new year. We love supporting exciting new categories, flavours, and trends, and 2023 will be no different. The new year is always a challenging time for the hospitality industry, but with a growing number of strong brands in the no and low alcohol space, we want to show our audiences that you really can enjoy an alcohol free night on the town, without sacrificing any of the fun or flavour.”

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