Our Super Premium Italian brand, Peroni Nastro Azzurro launches a new 0.0% alcohol-free brand, offering the same crisp, refreshing taste and superior Italian quality as Peroni Nastro Azzurro.

  • New Peroni Nastro Azzurro 0.0% offers the same superior taste experience of Peroni Nastro Azzurro, with a crisp and uplifting Italian taste and 0.0% alcohol.

  • Latest category innovation is driven by consumer demand, with 1 in 3 UK adults moderating alcohol intake and seeking a premium choice with an expectation of high quality and experience (Alcohol Change UK). 

  • Launch of Peroni Nastro Azzurro 0.0% will be supported by a fully integrated marketing campaign.

  • Peroni Nastro Azzurro 0.0% launches across 28 countries worldwide from April.

  • New addition to Super Premium portfolio marks an important step towards our Legacy 2030 aim of having non-alcoholic products make up 20% of our portfolio.

Number 1. Super Premium Italian beer brand, Peroni Nastro Azzurro is proud to announce the arrival of Peroni Nastro Azzurro 0.0%, a brand-new alcohol-free variant to its iconic portfolio from April 2022.

Peroni Nastro Azzurro 0.0% will be instantly recognisable as it is crafted with superior Italian ingredients including the signature Nostrano dell‘Isola maize – grown exclusively for Peroni Nastro Azzurro in the north of Italy – to create the same uplifting Italian taste, with 0.0% alcohol. Consumer testing revealed that 90% of tasters felt the flavour matched that of Peroni Nastro Azzurro and its high-quality taste was noted by 92% of the panel (Concept Product Research MMR).

Birra Peroni implemented brand new technology in its Rome brewery to enable Peroni Nastro Azzurro 0.0% to match the flavour profile of signature beer, Peroni Nastro Azzurro, which has been brewing with Italian passion and flair since 1963. This new technology allows the signature base recipe and ingredients of Peroni Nastro Azzurro to be used, and only after the characteristic aroma and taste profile of Peroni Nastro Azzurro is fully developed, is the alcohol gently removed to deliver the crisp and refreshing Italian taste. 

The trend of drinking beer is changing, with 1 in 3 UK adults now actively moderating their alcohol intake and 2 in 3 looking to lead a healthier lifestyle (Alcohol Change UK), Peroni Nastro Azzurro 0.0% responds to consumer demand and aims to serve occasions and social moments where beer lovers are seeking a superior tasting alcohol-free beer with 0.0% alcohol.  Thanks to its effervescent, refreshing taste and 0.0% alcohol, consumers can live every moment fully. Whether they’re meeting friends at a bar, exploring sun-soaked streets on holiday, or relishing time at home watching full throttle fun of Formula 1™, there are no limits to when, and where, they can enjoy Peroni Nastro Azzurro 0.0%.

The all-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 Formula One™️ Team is now in its second year. 

Peroni Nastro Azzurro 0.0% will replace Peroni Libera 0.0% across the car and all team kit, with the all-new 0.0% beer set to be served at prestigious events across the global Formula One™️ calendar including in the AMF1™ Team motorhome at most Grands Prix and across a number of stylish city centre activations throughout Europe aimed at engaging new and current consumers. The partnership with Aston Martin Aramco Cognizant Formula One™️ Team continues to play a key role in Asahi Europe & International's aim of having 20% share of our portfolio dedicated to non-alcoholic products by 2030.

 

More stories

8/11/2022

Asahi Europe & International colleagues embrace RE:CONNECTION with communities through our shared purpose of Creating Meaningful Connections

“It is hard to overstate the value of our connections with our local communities”. Truly embracing our purpose of Creating Meaningful Connections, our RE:CONNECTION community program is focused on growing the relationship between our breweries and local communities, using our company’s resources and technologies in projects across Europe and the world. Through these partnerships we can best contribute to nature, society and the communities that we operate in.

Read more
8/25/2023

Radegast Raises Awareness of Water Scarcity in Nature with Beer Brewed from Humidity in the Air

Radegast (part of Plzeňský Prazdroj, an Asahi Europe & International subsidiary) was the first brewery in Central Europe to brew beer from water extracted from humidity in the air. The water was collected and treated thanks to a unique device developed by scientists from the Czech Technical University in Prague. The intention of this special project is to draw attention to the loss of water in nature, further the dialog, ambition and action for water conservation. The Radegast brewery has long been among the breweries with the lowest specific water consumption in the world and we are constantly looking for other ways to save this vital resource and return it to nature.

Read more
10/9/2024

Asahi Super Dry Extends Rugby World Cup Success Story with Support of Men's and Women's Tournaments Until 2029

World Rugby and Asahi Super Dry have extended their successful partnership, with Japan's leading beer brand continuing as Principal Partner for all men’s and women’s Rugby World Cups through 2029. The long-term deal includes Women’s Rugby World Cup England 2025, the Men’s Rugby World Cup Australia 2027, and the Women’s Rugby World Cup Australia 2029, reflecting a shared goal of expanding rugby’s global reach.

Read more