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Asahi Group Introduces Peroni Nastro Azzurro 0.0% Worldwide as a New Global Brand Initiative

1 Apr. 2022
Asahi Group Holdings, Ltd.

Peroni Nastro Azzurro, one of the five global brands promoted by Asahi Group, launches new alcohol-free beer offering Peroni Nastro Azzurro 0.0%. Asahi Group pursues premium beer brand strategies and drives sustainable growth in line with market trends.

  • ・ New Peroni Nastro Azzurro 0.0% offers the same superior taste experience as Peroni Nastro Azzurro, with a crisp and refreshing Italian taste at 0.0% alcohol. It launches across 28 markets worldwide from April.
  • Peroni Nastro Azzurro 0.0% logo and branding will feature across Formula One™ season on the Aston Martin Aramco Cognizant Formula One™ Team car as partnership between the two iconic brands enters its second year.

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 (Concept Product Research MMR).

Birra Peroni, a part of Asahi Group operating in Italy, 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 globally. Moderate alcohol consumption styles are spreading, further increasing the demand for non-alcohol products. 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 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 the 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 British based 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 center activations throughout Europe aimed at engaging new and current consumers.

Asahi Group has set the expansion of five global brands such as Asahi Super Dry, Peroni Nastro Azzurro, Kozel, Pilsner Urquell and Grolsch as a key strategy. Through launching Peroni Nastro Azzurro 0.0%, we aim sustainable growth globally, and deliver on our great taste promise and bring more fun to life.

■ About Peroni Nastro Azzurro

Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion and flair. Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. The No 1 Premium Italian Beer Brand Globally, Peroni Nastro Azzurro is gently brewed for an effervescent, refreshing, and crisp taste that’s full of life.