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Peroni Nastro Azzurro 0.0% Launches New Global Partnership with Ferrari

30 Jan. 2024
Asahi Group Holdings, Ltd.

(Tokyo, Japan - January 30, 2024) – Asahi Europe & International, the international branch of Asahi Group Holdings, announces that Peroni Nastro Azzurro 0.0%, an alcohol-free variant of the super premium Italian beer brand, has today begun a new global partnership with Ferrari. The multi-year partnership will see Peroni Nastro Azzurro 0.0% enter a new racing chapter alongside Scuderia Ferrari and Ferrari Challenge Trofeo Pirelli series, continuing the motorsport sponsorship journey.

A destined relationship between two Italian icons, the partnership will celebrate the passion and style exemplified by both Peroni Nastro Azzurro 0.0% and Ferrari aspiring to elevate the racing experience for fans around the world.

To celebrate the partnership and to initiate the elevated experiences to come, today Peroni Nastro Azzurro 0.0% unveil a limited-edition product run of Tifosi Nastro Azzurro 0.0%; a love letter to the Scuderia Ferrari fans, the Tifosi, who we tribute for their great passion on the F1 racing grid.

In honor of the inaugural year of the partnership, 2,024 bottles of Tifosi Nastro Azzurro 0.0% have been produced, with each bottle individually numbered from 1 to 2,024. The bespoke bottles embrace the visual identities of both brands, marking the beginning of an exciting new partnership.

Working alongside the renowned and global Scuderia Ferrari Clubs, Peroni Nastro Azzurro 0.0% will ensure the 2,024 bespoke Tifosi Nastro Azzurro 0.0% bottles are delivered to Scuderia Ferrari fans all over the world seeing the Tifosi rewarded for their devotion. Tifosi Nastro Azzurro 0.0% bottles will be available in Italy, United Kingdom, Ireland, USA, Canada, Singapore, Romania, and Australia.

Paolo Lanzarotti, Chief Executive Officer at Asahi Europe & International said:
“We are incredibly proud to launch our new global partnership with Ferrari today. 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, Team Principal at Scuderia Ferrari 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 contributes 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.”

Throughout the partnership touchpoints, Peroni Nastro Azzurro 0.0% will be visible, including branding on the Scuderia Ferrari cars and driver uniforms. The Italian beer brand will also partner with Scuderia Ferrari to create bespoke social media content dedicated as a special saluté to the fans providing special access to the team and releasing the Italian passion inside them all.

The short film, The Brake In , released today, features Scuderia Ferrari team drivers Charles Leclerc and Carlos Sainz, who are seen entering the Birra Peroni brewery, following the direction of none other than Team Principal, Frédéric Vasseur. The drivers navigate past brewery security and subvert obstacles, in order to reach the production line where they are spotted changing the Peroni Nastro Azzurro 0.0% bottle labels to ‘Tifosi Nastro Azzurro 0.0%’ labels, the ultimate Tifosi love letter. With the Italian job now complete, the drivers race away from the brewery having proudly launched the partnership between Peroni Nastro Azzurro 0.0% and Scuderia Ferrari Formula 1® Team.

Peroni Nastro Azzurro 0.0% will also partner with the Ferrari Challenge Trofeo Pirelli series. Ferrari Challenge Trofeo Pirelli is the most renowned single-marque championship, bringing together dream cars and esteemed drivers on the world’s most picturesque tracks for over 30 years. Peroni Nastro Azzurro 0.0% will also be visible at Ferrari Challenge Trofeo Pirelli events across branding touchpoints.

The partnership plays a key role in the ambitions of the Peroni brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio comprised of alcohol-free products by 2030 and is perfectly positioned to support the increased consumer demand for alcohol-free beverages. Peroni Nastro Azzurro 0.0% is crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content.