Asahi has invested over €20 million in the re-launch of Peroni Nastro Azzurro 0.0%, the non-alcoholic variant of its Peroni Nastro Azzurro beer.
Peroni Nastro Azzurro 0.0% is set to launch globally in 28 markets, including the UK, Australia, Canada, Hong Kong, New Zealand, South Korea and Turkey.
The launch will be supported by a global campaign, named “Back to Zero”, which will begin airing in Romania on April 4 and will be seen on TV, video on demand and social media, as well as online. exterior and below. -online marketing, is set to launch in the UK on April 14 with the file rolling out to other markets.
The ad, part of the Italian beer brand’s ‘Live every moment’ platform, aims to show how consumers can enjoy life without the need for booze and is set in the Italian coastal town of Ortigia in Sicily.
Richard Ingram, Director of Global Brands at Asahi Europe & International, said: “The world of beer is changing. With an expected global growth of 8% in the non-alcoholic beer category over the next five years, the world was waiting for a more premium offering.”
He explained: “The ‘Live Every Moment’ campaign that we are rolling out globally starting this week encapsulates what consumers want: the highest quality product and an ambitious image, to make a choice at 0.0% a positive choice. With over €20 million invested in the creation of Peroni Nastro Azzurro 0.0%, it is our biggest innovation to date, and we believe we have brewed the best non-alcoholic beer in the world.
The new non-alcoholic 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 Formula 1 team is now in its second year.
Peroni Nastro Azzurro 0.0% is set to replace Peroni Libera 0.0% on the car and all team kit and will also be served at events on the Formula 1 global calendar.
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 a 20% share of its portfolio dedicated to non-alcoholic products. here 2030.
Asahi UK’s Marketing Director, Sam Rhodes, said: “Drinking a product with low or no alcohol content should in no way involve compromise. We are very proud of what Peroni Nastro Azzurro 0.0% brings to the market and how it enhances the moment for consumers – a non-alcoholic beer option with an Italian touch – superior flavor and quality taste.
Rhodes added: “We know that people are increasingly opting for low-alcohol or alcohol-free options as part of a balanced lifestyle when socializing at home and outdoors. With its refreshing taste, people can truly experience every moment, no matter where they are, on what occasion or what time of day, without compromise.