Our Super Premium Italian brand, Peroni Nastro Azzurro launches a 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 uplifting 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 (Alcohol Change UK). 

  • Launch of Peroni Nastro Azzurro 0.0% will be supported by a fully integrated marketing campaign.

  • Peroni Nastro Azzurro 0.0% launches across 28 countries worldwide from April.

  • New addition to Super Premium portfolio marks an important step towards our Legacy 2030 aim of having non-alcoholic products make up 20% of our 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 (Concept Product Research MMR).

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 (Alcohol Change UK), 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%.

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 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 Asahi Europe & International's aim of having 20% share of our portfolio dedicated to non-alcoholic products by 2030.

 

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