Alcohol-Free Super Premium Beer is brand of choice amongst UK consumers

Peroni Libera 0.0%, the alcohol-free option from Super Premium Italian beer brand Peroni Nastro Azzurro, has secured a total of £2.96m value sales in the off-trade[1] and beat a raft of innovation to become the number one beer NPD launch of 20191.

Perfectly positioned to support the increased consumer demand for alcohol free drinks, Peroni Libera 0.0%, launched in January 2019 has continued to go from strength to strength.  Triple hopped and made with Nostrano Peroni Maize to produce its distinctive rich fruity aroma, Peroni Libera 0.0% offers distinct notes of citrus and powerful hoppy bitterness, resulting in a crisp and refreshing finish. Peroni Libera 0.0% offers the same fresh taste experience as Peroni Nastro Azzurro and has been crafted with authentic Italian skill, passion and flair.

Asahi UK Managing Director, Tim Clay, said: With its stylish packaging, and the familiar light bodied taste and crisp finish of Peroni, Peroni Libera 0.0% has fast become popular amongst UK consumers. We are delighted to see that in a recent survey of premium beer drinkers, 65% said it was an alcohol-free beer that would be “drunk by the right people”[2] that they would identify with, and 76% said it “tasted great”2.

As health and wellbeing continues to drive innovation in the beer category, we are determined to widen the availability of Peroni Libera 0.0% even further to ensure it remains the number one choice for those seeking an alcohol free option as part of their balanced lifestyle.”

Bottled in 330ml recyclable glass, Peroni Libera 0.0% is available in the On and Off trade in 4x and 24x pack sizes with a starting RRP of £3.70.

[1] Nielsen ScanTrack Data to 28.12.2019

[2] MMR research – UK consumers (premium beer drinkers, non-rejectors of no-alc beer)

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