Peroni Nastro Azzurro 0.0%, the super-premium Italian beer brand from Asahi Europe & International, has today announced a multi-year partnership with global motorsport and lifestyle icon, Charles Leclerc. As the first ever global brand ambassador for Peroni Nastro Azzurro 0.0%, Charles Leclerc will star in the new ‘0.0% to 100%’ campaign, celebrating the premium brands’ distinctive taste and brand ethos, ‘live every moment’.
Paolo Lanzarotti, Chief Executive Officer at Asahi Europe & International said:
"We are incredibly proud to launch our new global partnership with Charles Leclerc today. As a beloved driver for Scuderia Ferrari HP and a cultural symbol of effortless style, Charles is a destined partner for Peroni Nastro Azzurro 0.0%. and we’re thrilled to welcome him to our brand family.”
The ‘0.0% to 100%’ campaign, staring Charles Leclerc, will explore the Italian way of living, a lifestyle which translates globally, and is synonymous with embracing every moment with zest and passion like the Italians do.
The campaign will be centred around an episodic social content series, set in Lake Como, Italy and due to be released this summer. The series will be amplified through experiential activity and personalised experiences, inclusive of signed gifts for fans and beer lovers around the world.
The content will explore those special moments that help you to live your best life. A salute to the small day to day experiences that bring a smile to your face. Through behind-the-scenes access to Charles Leclerc’s life off tack, the content will celebrate the allure of the Italian “Dolce Vita” lifestyle, redefined in a new way, for a new generation.
To launch the series and announce the ambassadorship, today, Peroni Nastro Azzurro 0.0% unveiled a short film debuting Charles Leclerc as the new face of the brand. The video sees Charles Leclerc reenacting his now famous ‘Hallelujah’ dive, a celebratory moment from his Monaco Grand Prix 2024 win. However, this time around the dive is a celebration of an ice-cold Peroni Nastro Azzurro 0.0% enjoyed in Charles’ favourite place to unwind, Lake Como, Italy.
For Charles Leclerc, living every moment on track means 0 to 300KM/H. But when off track, and looking to re-charge, it’s all about the 0.0% to 100% lifestyle. The key to living this lifestyle has been captured in a bespoke list penned by Charles Leclerc himself.
The list features Charles’ top tips and recommendations to help you live every moment, no matter where you live in the world. A celebration of the joy in the everyday and the must-do experiences that Charles recommends in Italy, UK, Ireland, USA, Canada, Singapore, Romania and Germany. The list will be revealed throughout the summer via @peroninastroazzurro Instagram channel.
Charles Leclerc said:
“My partnership with Peroni Nastro Azzurro 0.0% is something I’m very proud of. It is a brand that I love and its motto ‘Live Every Moment’ is truly relevant to how I approach life both on and off the track. As a Ferrari driver, and being Monegasque, Italy is also a very important place in my life. I look forward to showing fans how it inspires me to enjoy every moment.”
The partnership plays a key role in the ambitions of Peroni Nastro Azzurro 0.0% brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio comprised of alcohol-free products by 2030 and is perfectly positioned to support the increased consumer demand for alcohol-free beverages. Peroni Nastro Azzurro 0.0% is crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content.
Asahi Europe & International is committed to promoting responsible drinking and supports the increased consumer demand for alcohol-free beverages. Peroni Nastro Azzurro 0.0% invites consumers to feel free to live every moment, safely, and in style. Inspiring them to drink less, by providing an aspirational choice which suits their lifestyle. Whether they’re meeting friends at a bar, exploring sun-soaked streets on holiday, or relishing time at home watching the full throttle fun of Formula 1™, there are no limits to when, and where, they can enjoy Peroni Nastro Azzurro 0.0%.
