Peroni Nastro Azzurro 0.0%, the non-alcoholic beer from Asahi Europe & International, unveiled a new campaign on March 12 as part of its ongoing multiyear partnership with Formula One racing team Scuderia Ferrari. The announcement, shared with Marketing Dive, highlights the collaborative effort to celebrate the shared heritage of the brands. In the U.S., the distribution rights for Peroni Nastro Azzurro 0.0% are held by Molson Coors.
Titled “The Italian Way,” the campaign emphasizes style and Italian craftsmanship, featuring Scuderia Ferrari HP drivers Lewis Hamilton and Charles Leclerc. As Asahi Europe & International aims to make alcohol-free products account for 20% of its portfolio by 2030, the campaign aligns with a growing demand for non-alcoholic beverages. In the past year, the market for non-alcoholic beers, wines, and spirits in the U.S. saw a remarkable 26% growth, reaching $800 million.
The campaign arrives as the second year of Peroni Nastro Azzurro 0.0%’s partnership with Scuderia Ferrari. It takes advantage of both the increasing popularity of Formula 1 in the U.S. and the rising demand for non-alcoholic beverages. The campaign’s centerpiece is Hamilton’s first year with Ferrari, making it a fitting moment to introduce him to Italy through the brand. With Hamilton’s status as one of the biggest names in motorsport, the campaign uses his presence to generate excitement and amplify the brand’s appeal.
The campaign kicks off with a film titled “The Welcome Present,” directed by Martin Werner. In the video, Hamilton and Leclerc are seen gazing out over the Italian countryside. As they converse, 44 cases of Peroni Nastro Azzurro 0.0% are delivered to Hamilton’s doorstep as a welcome gift. The number 44 holds significance as it is Hamilton’s racing number, adding a personal touch to the gesture.
Beyond the campaign video, Peroni Nastro Azzurro 0.0% branding will be prominently displayed at Ferrari Challenge Trofeo Pirelli events. The brand is also inviting consumers to write fan mail to Hamilton and Leclerc. Sixty lucky fans will receive a special package containing Ferrari merchandise and Peroni 0.0% products, with the number 60 representing the combined racing numbers of both drivers. Additionally, city activations are planned for London, Toronto, and Milan, expanding the Formula One experience beyond the race track.
In 2024, Peroni’s Formula 1 marketing efforts began with a partnership with DraftKings and a collaboration with footwear brand M.Gemi, which produced two styles of Peroni-inspired suede loafers.
Meanwhile, rival Heineken is also making significant strides in the non-alcoholic sector, though it has opted for a more direct marketing approach, emphasizing the absence of alcohol in its products.
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