April 19, 2024
Peroni Nastro Azzurro 0.0% launches partnership with Ferrari

Ferrari F1 drivers Charles Leclerc and Carlos Sainz (Peroni)

Alcohol-free beer brand Peroni Nastro Azzurro 0.0% has launched a new global partnership with Ferrari.

The multi-year partnership will see Peroni Nastro Azzurro 0.0% branding on the cars and driver uniforms of Scuderia Ferrari – the luxury carmaker’s Formula 1 racing division.

The sponsorship announcement comes amid the shock news that F1 racing star Lewis Hamilton will be joining Ferrari for the 2025 season.

The seven-time world champion revealed on Thursday morning that the “time is right” for him to leave Mercedes, with a surprise move to Ferrari at the end of the upcoming Formula One season now confirmed.

He will be joined by Ferrari driver Charles Leclerc.

Leclerc and his current fellow driver Carlos Sainz have starred in a short film, The Break In, to mark the launch of Ferrari’s new Peroni partnership. Peroni Nastro Azzurro 0.0% is a premium Italian beer brand owned by Asahi Europe & International.

It describes itself as “crafted with Italian passion and flair to deliver a crisp and refreshing beer with 0.0% alcohol content”.

The brand describes the new Ferrari partnership as “a destined relationship between two Italian icons.”

To celebrate, Peroni Nastro Azzurro 0.0% has released a limited-edition product of Tifosi Nastro Azzurro 0.0%, described as “a love letter to Scuderia Ferrari fans, the tifosi we love in F1. Pay tribute to his great passion on the racing grid.”

It has produced 2,024 individually numbered bottles of special edition beers, featuring the Ferrari brand.

Paolo Lanzarotti, Chief Executive Officer of Asahi Europe & International, said: “We are incredibly proud to launch our new global partnership with Ferrari.

“Through this partnership, we intend to make every moment even better for the fans who make this sport so special and who embrace the passion and ethos that are so important to both Peroni Nastro Azzurro 0.0% and Ferrari.


“Launching with our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are kicking off this partnership with exactly what we want to do going forward – celebrating and collaborating with fans.”

Frédéric Vasseur, Team Principal of Scuderia Ferrari, said: “The visibility of both brands in the blue ribbon 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 the ability to combine tradition and innovation in our respective fields.

“I am looking forward to our collaboration with Peroni Nastro Azzurro 0.0%, I am sure it will prove to be a great success for both parties.”

The partnership comes amid the ambitions of Asahi Europe & International, the parent company of the Peroni Nastro Azzurro 0.0% brand, to boost its portfolio of alcohol-free products.

As consumer demand for alcohol-free and low-alcohol beverages continues to grow, Asahi aims to have alcohol-free products comprise 20 percent of its portfolio by 2030.

Source: uk.finance.yahoo.com

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