Peroni Nastro Azzurro 0.0%, a nonalcoholic beer from Asahi Europe & International, has launched a new campaign as part of its ongoing partnership with Formula One team Scuderia Ferrari HP. Announced on March 12, the campaign, titled “The Italian Way,” highlights the shared heritage of both brands with a focus on style and elegance. Distribution rights for the beer in the U.S. are held by Molson Coors.
The campaign’s central advertisement features Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc. Asahi’s initiative aligns with its broader goal of expanding alcohol-free options, aiming for such products to account for 20% of its portfolio by 2030. The move comes as consumer interest in nonalcoholic beverages continues to rise, with U.S. sales in the category growing 26% over the past year to reach $800 million.
Leveraging F1’s Popularity
Now in its second year, the partnership between Peroni Nastro Azzurro 0.0% and Scuderia Ferrari HP capitalizes on the increasing demand for nonalcoholic beer and the surging popularity of Formula 1 in the U.S. The campaign makes Hamilton’s debut season with Ferrari a focal point, using the beer as a symbolic welcome to Italy.
The launch video, “The Welcome Present,” directed by Martin Werner, features Hamilton and Leclerc overlooking the Italian countryside. A delivery of 44 cases of Peroni Nastro Azzurro 0.0%—a reference to Hamilton’s car number—arrives as a welcome gift, reinforcing the campaign’s thematic connection to Ferrari’s newest star driver.
Beyond the commercial, Peroni’s branding will be prominently displayed at Ferrari Challenge Trofeo Pirelli events. The beer brand is also engaging fans through a letter-writing campaign encouraging supporters to send messages to Hamilton and Leclerc. Sixty participants—reflecting the combined total of the drivers’ racing numbers—will receive a special gift package featuring Ferrari merchandise and Peroni 0.0% products. Additionally, Peroni will host city takeovers in London, Toronto, and Milan to extend the Formula 1 experience beyond the racetrack.
Expanding the Market for Nonalcoholic Beer
Peroni’s Formula 1 marketing push follows last year’s collaboration with DraftKings and a partnership with footwear brand M.Gemi, which saw the release of Peroni-inspired suede driver loafers.
Meanwhile, competitors like Heineken are also investing in their nonalcoholic beer portfolios. However, Heineken has taken a more direct marketing approach by emphasizing the absence of alcohol in its messaging.
With this latest campaign, Peroni Nastro Azzurro 0.0% is blending motorsport prestige with the rising trend of alcohol-free beverages, further solidifying its place in the growing market segment.
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