Peroni 0.0% joins Ferrari in multi-year deal

6 February, 2024

The renowned Italian beer label, Peroni Nastro Azzurro 0.0%, has proudly announced a significant global collaboration with the iconic Ferrari brand. This partnership not only aims to amplify awareness of the burgeoning 0% alcohol category within the pub sector, but also seeks to celebrate the shared ethos of passion and sophistication embodied by both brands.

To mark this alliance, Peroni Nastro Azzurro 0.0% has introduced an exclusive limited-edition brew named Tifosi Nastro Azzurro 0.0%; with over 2,000 meticulously crafted bottles, each bearing a unique serial number, enthusiasts of Scuderia Ferrari can purchase these bespoke products across various nations, including the UK, Italy, USA, Ireland, Singapore, Romania and Australia.

Jonathan Norman, Asahi UK global brands director, commented:

“For us, it’s a massive platform and opportunity to not just bring together two iconic brands but 0% as a category, which is growing like anything.

It’s a pretty broad and big sponsorship, we are one of the leading sponsors with them, include being on the car to being able to activate across our markets globally but most importantly the UK.”

Norman, representing Peroni Nastro Azzurro 0.0%, elucidated on the partnership's impact within the pub and bar sector, emphasising the enticing prospect of attending Formula 1 events.

Norman added:

“We are working through plans at the moment, but we will be adding value through the on-trade via opportunities to win tickets to races and other experiences in and around the partnership.

Drive To Survive on Netflix has brought Formula 1 to a new generation and taking that new found excitement and following, we want to bring this into the on-trade and work with them.

That could include watch parties for Formula 1. We have found a lot of success doing that with football (the partnership with Asahi Super Dry and City Football Group, owner of clubs including Manchester City) and the Rugby World Cup.”

Moreover, Norman underscored the growing trend within the 0% alcohol beer segment throughout the year.

Norman said:

“It is going from strength to strength with more and more consumers buying into it, it’s not just a January thing anymore.

As people decide to moderate for a more balanced lifestyle, it’s driving value across the summer months and in the back end of the year, it isn’t just a blip in the year anymore and meeting those needs with a quality offering can meet that growth for operators.”

Paolo Lanzarotti, Asahi Europe & International chief executive officer, commented:

“We are incredibly proud to launch our new global partnership with Ferrari.

Through this partnership, we intend to elevate every moment for the fans who make this sport so special and who embody the very passion and flair so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.

Launching with our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are beginning this partnership exactly as we mean to go on – a celebration of and collaboration with the fans.”

Frédéric Vasseur, the esteemed team principal of Scuderia Ferrari, expressed mutual admiration, noting the alignment of values between the two esteemed brands.

Vasseur said:

“We are very pleased to announce the partnership between Scuderia Ferrari and Peroni Nastro Azzurro 0.0%.

Having both brands visible in the blue riband category of motorsport contributed to ensuring strong visibility for Italy on the world stage.

Our two great companies have many values in common, such as an eye for detail and style, as well as an ability to combine tradition and innovation in our respective fields.

I’m looking forward to our collaboration with Peroni Nastro Azzurro 0.0%, which I’m sure will prove to be a great success for both parties.”

This strategic alliance stands as a pivotal step for Asahi Europe & International, the parent company of Peroni, in achieving its ambitious goal of having a fifth (20%) of its portfolio dedicated to alcohol-free products by 2030.

Source: The Morning Advertiser UK website

Share this article:

Stay connected

Enter your email address to be kept up to date with latest news, company developments and market insights. You can unsubscribe at any time.
View our Privacy Policy.