Peroni taps into growing market with alcohol-free beer
Peroni Nastro Azzurro has launched an ad campaign celebrating its alcohol-free variant.
‘Back to Zero’ sees the brand encourage drinkers to ‘live every moment’ by swapping impaired faculties in favor of its ‘0.0%’ iteration and an Italian adventure from the ocean to an outdoor market and a Sicilian bar.
Backed by a TV, VOD, online and out-of-home (OOH) push, the campaign by Trouble Maker and Unbound Creative launches in the UK on April 14 with a mass sampling initiative giving drinkers their first taste of Peroni Nastro Azzurro 0.0%.
Richard Ingram, global brands director at Asahi Europe and International, said: “The world of beer is changing. With an expected global growth of 8% across the non-alcoholic beer category in the next five years, the world has been waiting for a more premium offering. The ‘Live Every Moment’ campaign that we roll out globally from this week encapsulates what consumers want; the highest quality product and an aspirational image, to make a 0.0% choice a positive one.
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“With over €20m invested in creating Peroni Nastro Azzurro 0.0%, this is our biggest innovation to date, and we believe we have brewed the best non-alcoholic beer in the world.”
Drinkers are promised the same authentic Italian flavors of the standard drink, with only the alcohol removed to ensure you can drink to your heart’s content, safe in the knowledge that tomorrow morning will be hangover-free.
Peroni has cultivated its brand image around its Italian heritage.
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