The iconic brands Peroni and Aston Martin have formed a multi-year partnership to launch the alcohol free beer brand Peroni Libera 0.0% on a global scale.
The partnership comes ahead of the 2021 Formula One World Championship which sees the highly anticipated return of Aston Martin Cognizant Formula One team to the sport after a more than 60 year hiatus.
Richard Ingram, Global Brands Director at Asahi Europe & International said:
“This is a landmark moment for Peroni Libera 0.0% … By partnering with the Aston Martin Cognizant Formula One team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion.
“As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking an aspirational non-alcoholic option as part of their balanced lifestyle. ”
Strategically the partnership aligns with Asahi Europe & International’s responsible drinking ambition to have 20% share of their portfolio dedicated to non-alcoholic products by 2030. Peroni Libera 0.0% invites consumers to feel free to live every moment. Safely, and in style. Inspiring them to drink less, better by providing an aspirational choice which suits their lifestyle.
Peroni Libera 0.0% will be served at prestigious events across the global Formula One calendar including in the Aston Martin Cognizant Formula One Team motorhome at every Grand Prix and across a number of stylish city centre events aimed at engaging new & existing consumers.
Peroni Libera 0.0% is crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content. Its superior taste is delivered through a unique recipe with signature Italian Nostrano dell’Isola Maize, produced and bottled in Italy.
The Peroni Libera 0.0% logo will take pride of place on the Aston Martin Cognizant Formula One Team’s 2021 challenger car livery and team kits throughout the season, which will be unveiled globally on Wednesday.
Peroni Libera 0.0% will also run a content campaign throughout the season going into the pit and behind the scenes for an insight to both the team and the sport, providing racing fans and lifestyle audiences closer than ever before to the most elevated moments in Formula One.
The first film, released today, features Aston Martin Cognizant Formula One Team drivers Sebastian Vettel and Lance Stroll revealing their inner passion and flair and what inspires the two drivers to excel at the pinnacle of motorsport.
Images: drivers Sebastian Vettel and Lance Stroll with Peroni Libera 0.0%