Asahi launches alcohol free Peroni Nastro Azzurro

Asahi has invested over €20m in the new launch of Peroni Nastro Azzurro 0.0%, the alcohol free variant of its Peroni Nastro Azzurro beer.

Peroni Nastro Azzurro 0.0% is set to launch globally across 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 running in Romania on 4 April and be seen across TV, video-on-demand and social media as well as include out-of-home and below-the-line marketing, is set to launch in the UK on 14 April w file it  rolls out to other markets.

The advertising, which is part of the Italian beer brand’s ‘Live every moment’ platform, sets out to show how consumers can enjoy all of life without the need for alcohol and is set in the Italian coastal city of Ortigia in Sicily.

Richard Ingram, global brands director at Asahi Europe & International, said: “The world of beer is changing. With an expected global growth of 8% across the non-alcoholic beer category in the next five years, the world has been waiting for a more premium offering”.

He explained: “The ‘Live every moment’ campaign that we roll out globally from this week encapsulates what consumers want: the highest-quality product and an aspirational image, to make a 0.0% choice a positive one. With over €20m invested in creating Peroni Nastro Azzurro 0.0%, this is our biggest innovation to date, and we believe we have brewed the best non-alcoholic beer in the world.”

The 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 British based Formula One Team is now in its second year.

Peroni Nastro Azzurro 0.0% is set to replace Peroni Libera 0.0% across the car and all team kit and will also be served at events across the global Formula One 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 20% share of its portfolio dedicated to non-alcoholic products by 2030.

Asahi UK marketing director Sam Rhodes said: “Drinking a low or no alcohol product should not involve compromising in any-way. We’re so proud of what Peroni Nastro Azzurro 0.0% brings to the market and how it enhances the moment for consumers – an alcohol-free beer option with an Italian flair – superior flavour and quality taste.

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