Peroni Nastro Azzurro 0.0% teams up with Ferrari in multi-year partnership
The partnership, which will also drive further awareness of the 0% category for the pub sector, will aim to celebrate the passion and style of both brands.
Moreover, to celebrate the announcement, Peroni Nastro Azzurro 0.0% have unveiled a limited-edition of Tifosi Nastro Azzurro 0.0%. More than 2,000 bottles have been produced with each individually numbered.
The bespoke bottles will be delivered to Scuderia Ferrari fans across the world in countries including the UK, Italy, USA, Ireland, Singapore, Romania and Australia.
Asahi UK global brands director Jonathan Norman told The Morning Advertiser: “For us, [it’s] a massive platform and opportunity to not just to bring together two iconic brands but 0% as a category, which is growing like anything.
“It’s a pretty broad and big sponsorship, [we are] one of the leading sponsors with them, including being on the car to being able to activate across our markets globally but most importantly the UK.”
Norman outlined how the partnership will impact the pub and bar sector via chances attend Formula 1 events.
On-trade opportunities
He said: “We are working through plans at the moment but we will be adding value through the on-trade via opportunities to win tickets to races and other experiences in and around the partnership.
“Drive To Survive on Netflix has brought Formula 1 to a new generation and taking that new found excitement and following, we want to bring this into the on-trade and work with them.
“That could include watch parties for Formula 1. We have found a lot of success doing that with football (the partnership with Asahi Super Dry and City Football Group, owner of clubs including Manchester City) and the Rugby World Cup.”
Furthermore, Norman highlighted the 0% alcohol beer segment as an area that is growing across the year.
“It is going from strength to strength [with] more and more consumers are buying into it, it’s not just a January thing anymore,” he said,
“As people decide to moderate for a more balanced lifestyle, it’s driving value across the summer months and in the back end of the year, it isn’t just a blip in the year any more and meeting those needs with a quality offering can meet that growth for operators.”
The support behind the partnership will broaden awareness of the 0% segment and how operators capitalise on this will be key to longer-term success, according to Norman.
Elevating moments
Asahi Europe & International chief executive officer Paolo Lanzarotti said: “We are incredibly proud to launch our new global partnership with Ferrari.
“Through this partnership, we intend to elevate every moment for the fans who make this sport so special and who embody the very passion and flair so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.
“Launching with our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are beginning this partnership exactly as we mean to go on – a celebration of and collaboration with the fans.”
Scuderia Ferrari team principal Frédéric Vasseur said the two brands had many values in common.
Vasseur added: “We are very pleased to announce the partnership between Scuderia Ferrari and Peroni Nastro Azzurro 0.0%.
“Having both brands visible in the blue riband 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 an ability to combine tradition and innovation in our respective fields.
“I’m looking forward to our collaboration with Peroni Nastro Azzurro 0.0%, which I’m sure will prove to be a great success for both parties.”
This latest partnership pays a key role of the beer’s parent company Asahi Europe & International to have a fifth (20%) share of its portfolio comprised of alcohol-free products by 2030.
