Alcohol formula

Peroni bursts into the NoLo market with a non-alcoholic beer they say tastes like the original

The alcohol-free and low-alcohol (NoLo) market has a new competitor. Peroni Nastro Azzurro has launched a non-alcoholic beer just in time for the Easter holidays.

Peroni Nastro Azzurro 0.0% is made with Italian ingredients, including the signature Nostrano dell’Isola corn, which Peroni says is grown exclusively for them in northern Italy. Peroni has conducted consumer taste tests and reported receiving excellent feedback, with 90% of tasters finding the flavor to match that of Peroni Nastro Azzurro.

The brewing company used new technology at its Rome brewery to create the flavor of its 0.0% non-alcoholic beer that closely matches its signature beer. The new non-alcoholic beer uses the same basic recipe as its signature Peroni Nastro Azzurro.

The difference being that the alcohol is removed once the taste and aroma have matured to match the original brew. Peroni also added a touch of celebrity to the launch of the all-new beer.

The new non-alcoholic beer will appear on the Aston Martin Aramco Cognizant Formula One Team race car. It will also be served at events on the Formula 1 world calendar.

This includes the AMF1 team campervan at the majority of Grand Prix events and in many city centers across Europe. Launching a non-alcoholic beer is a wise move on Peroni’s part.

Research shared by Peroni shows that one in three UK adults are actively moderating their drinking, while two in three are looking to lead a healthier lifestyle. The NoLo beverage market is expected to grow over the next few years if this downward trend in alcohol consumption continues.

People avoid alcohol for a variety of reasons. It may be related to religion, dietary requirements, or simply a personal choice.

Sam Rhodes, Marketing Director at Asahi UK, said: “Drinking a product with little or no alcohol should in no way involve compromise. We are very proud of what Peroni Nastro Azzurro 0.0% brings to the market and how it improves the moment for consumers.

“We know that people are increasingly opting for low- or no-alcohol options as part of a balanced lifestyle when socializing inside and outside the home. With its refreshing taste , people can truly live every moment – no matter where they are, what the occasion is or the time of day, without compromise.”

The Peroni Nastro Azzurro 0.0% is available across the UK and Ireland from April 2022.