Peroni Nastro Azzurro launches 0.0% with £17m marketing spend
The new brew will be available in UK and Ireland from this month (April) in 330ml glass bottles and 330ml cans with on-trade stockists including Mitchells & Butlers, Greene King, Young’s and other UK venues, is also being launched across 28 countries worldwide.
The launch will be supported by an integrated marketing campaign from 14 April across TV, social, on-demand channels and BTL activations across the on and off-trade.
Asahi sales director Steve Young told The Morning Advertiser: “It’s our most significant brand launch of the year and the most significant brand launch we’ve had for quite some time.”
The company had an ambition to create something that was part of the Nastro Azzurro brand without alcohol and without compromise for a while, he said.
Target audience
In terms of a demographic, the launch comes after a shift in drinking habits from younger consumers towards lower alcohol products however, the 0.0% variant is aimed at all.
Young added: “[The] Nastro Azzurro brand is broadly aimed at 25 to 34-year-olds and that's absolutely where we position this brand. But the reality is non-alcohol offerings are interesting to all consumers in the category at the moment.
“We wouldn't differentiate a target consumer based on 0.0, it would be completely aligned to the master or zero target consumer as in the brand proposition is.
“It is true that younger consumers are increasingly moderating so think something like 25% of 18- to 24-year-olds are teetotal and increasingly alcohol is playing a much more moderated roles in the lives of younger people.
“We see this as something that can be appealing and attractive to Nastro Azzurro target consumers but at the younger end of our target age demographic.”
Balanced lifestyle
Asahi Europe & International is aiming to have non-alcoholic products make up one fifth (20%) of its portfolio in the next eight years as part of its Asahi Legacy 2030 initiative.
On the new launch, Asahi UK marketing director Sam Rhodes said: “Drinking a low or no-alcohol product should not involve compromising in any way.
“We’re so proud of what Peroni Nastro Azzurro 0.0% brings to the market and how it enhances the moment for consumers – an alcohol-free beer option with an Italian flair – superior flavour and quality taste.
“We know people are increasingly opting for low and no-alcohol options as part of a balanced lifestyle when socialising in and outside of home.
“With its refreshing taste, people can truly live every moment – no matter where they are, what occasion it is or time of day, without compromise.”
