Super Premium Italian brand, Peroni Nastro Azzurro launches new 0.0% alcohol-free brand, offering the same crisp, refreshing taste and superior Italian quality as Peroni Nastro Azzurro

  • New Peroni Nastro Azzurro 0.0% offers the same superior taste experience of Peroni Nastro Azzurro, with a crisp and refreshing Italian taste and 0.0% alcohol.
  • Latest category innovation is driven by consumer demand, with 1 in 3 UK adults moderating alcohol intake and seeking a premium choice with an expectation of high quality and experience.[1]
  • Launch of Peroni Nastro Azzurro 0.0% will be supported by a fully integrated marketing campaign.
  • New ‘Live Every Moment’ App will reward bartenders and staff within On-Trade with exclusive rewards, available to customers nationwide.
  • Peroni Nastro Azzurro 0.0% will be available in UK & Ireland from April 2022 and launches across 28 countries worldwide.
  • New addition to Super Premium portfolio marks an important step towards Asahi Legacy 2030 initiative, to have non-alcoholic products make up 20% of Asahi Europe & International’s portfolio. 

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].

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.

‘Back to Zero’ campaign 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. The film shows how ‘it all starts with zero’. We open on a beautiful close-up of our hero couple as we follow their story in reverse going back to the moment they first met. Each micro-moment shows that you can live every moment, with or without alcohol. The ‘Back to Zero” features an underwater scene shot in in Padua, Italy, at the world’s deepest thermal pool at 137-feet deep.

Extending the ‘Live Every Moment’ message to the bartending community, a new Peroni Nastro Azzurro 0.0% App will offer staff within pubs, bars and restaurants the opportunity to receive exclusive rewards by scanning a QR code on every pint and half pint packs of Peroni Nastro Azzurro glassware. Designed to engage and excite bar-staff, prizes include merchandise and exclusive tickets to sporting events and music festivals.

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 several 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.

[1] Alcohol Change UK

[2] Concept Product Research (MMR)

[3] Alcohol Change UK

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