A Legacy of Style, Reinvented for a New Generation
Celebrating the Scuderia Ferrari F1® Partnership

To celebrate the second year of the first-ever partnership between two Italian icons—Peroni Nastro Azzurro 0.0% and the Scuderia Ferrari Formula One® Team—we’re spotlighting Birra Peroni, the home of one of our most globally loved premium beer brands. With a legacy built on Italian quality, sustainability, and passion, the company now part of the Asahi Group, has established Peroni Nastro Azzurro as a global symbol of Italian elegance.

Here’s how the company is shaping the future while staying true to its heritage.

Founded in 1846 in Vigevanoiby Francesco Peroni, Birra Peroni’s beers quickly gained popularity. By 1920 it had become the largest brewery in Italy, blending brewing excellence with the cultural spirit of a modernizing nation.

Its flagship beer, Peroni Nastro Azzurro, launched in 1963 was named after the Blue Riband (Nastro Azzurro in Italian)—a prestigious international award given to world’s fastest transatlantic liner during the golden age of ocean travel. The Italian ship SS Rex earned the title, becoming a source of national pride and inspiring a beer that would grow into a global icon of Italian style.

Peroni Nastro Azzurro 0.0%’s global partnership with Scuderia Ferrari announced in January 2024 marked a bold new chapter in its story. As the exclusive beer brand supporting the F1 team, the beer brand is aligning itself with one of the most powerful icons of Italy.

This year, the partnership was accelerated with the launch of The Italian Way campaign—an international celebration of Italian culture: passion, and style. The campaign kicked off with The Welcome Present, a playful film featuring Charles Leclerc and new teammate Lewis Hamilton. In true Italian fashion, Leclerc surprises Hamilton with a delivery of 44 cases of Peroni Nastro Azzurro 0.0%—a nod to his racing number—delivered by an enthusiastic team of Tifosi.

Throughout this year, the partnership will bring Peroni Nastro Azzurro 0.0% to global cities—London, Toronto, and Milan—through The Italian Way activations. The campaign will unlock the world of Scuderia Ferrari HP to fans everywhere, combining music, design, and curated food and drinks to deliver racing’s glamour through a modern Italian lens.

The partnership supports Asahi Group’s ambition to achieve a 20% sales composition ratio of non-alcohol and low-alcohol adult beverages※1 to major alcohol beverage products※2 by 2030. In line with this goal, Birra Peroni has made strategic investments to enhance capabilities at its Rome plant to meet growing demand for non-alcohol beer.

With a growing portfolio of premium non-alcohol adult beverages, including Peroni Nastro Azzurro 0.0%, Asahi Group champions conscious choices, meaningful connections, and the enjoyment of great taste, with or without alcohol.

※1 Non-alcohol adult beverages are defined in accordance with the laws and regulations in each country. Low-alcohol adult beverages have an alcohol content of no more than 3.5%
※2 Beer and non-alcohol adult beverages (beer-taste), RTD, non-alcohol adult beverages

The Birra Peroni company also invests in a more sustainable future guided by ambitious environmental goals. Among other targets, the company is working to contribute to Asahi Group target to reduce Scope 1 & 2 GHG emissions by 70% and 30% (vs 2019) along the value chain by 2030.

A cornerstone of the company’s sustainability strategy in Italy, Campus Peroni is a pioneering collaboration between academia, start-ups and the agricultural sector to build a more sustainable cultivation of two-row barley. Serving as a hub for sustainable brewing Campus Peroni is a model for how a company can lead the way in environmentally responsible brewing.

Birra Peroni continues the success of its premium beer brand, Peroni Nastro Azzuro, strategically evolving to reflect changing global tastes and modern lifestyles.
Through every step of its evolution, the company remains true to its roots—an Italian original with a forward-looking mindset. Whether its beers are enjoyed on a city terrace or trackside at a Grand Prix, it offers more than a beer: it’s a reflection of quality, connection and Italian style.
As the Scuderia Ferrari Formula One® Team takes to the track, we raise a glass of Peroni Nastro Azzurro 0.0% to our partner. This spotlight celebrates the shared values that unite us—to celebrating our fans who drive it all.
Cheers to the Tifosi! 🍻