- The newly announced multi-year partnership between Peroni
Nastro Azzurro 0.0% and Charles
Leclerc celebrates what it means to live every moment the
Italian way
- Scuderia Ferrari HP driver and lifestyle icon, Charles Leclerc stars in new Peroni Nastro
Azzurro 0.0% social led campaign, '0.0% to 100%', driven by an
episodic-content series due to be released summer 2024
- The '0.0% to 100%' list, curated by Charles Leclerc, features the motorsport icon's
top tips and recommendations for living every moment
- Peroni Nastro Azzurro 0.0% offers the same superior taste
experience of Peroni Nastro Azzurro, with a crisp and uplifting
Italian taste and 0.0% alcohol
PRAGUE, July 2, 2024
/CNW/ - Peroni Nastro Azzurro 0.0%, the super-premium Italian
beer brand from Asahi Europe & International, has today
announced a multi-year partnership with global motorsport and
lifestyle icon, Charles Leclerc. As
the first ever global brand ambassador for Peroni Nastro Azzurro
0.0%, Charles Leclerc will star in
the new '0.0% to 100%' campaign, celebrating the premium
brands' distinctive taste and brand ethos, 'live every
moment'.
Paolo Lanzarotti, Chief
Executive Officer at Asahi Europe & International said:
"We are incredibly proud to launch our new global partnership
with Charles Leclerc today. As a
beloved driver for Scuderia Ferrari HP and a cultural symbol of
effortless style, Charles is a destined partner for Peroni Nastro
Azzurro 0.0%. and we're thrilled to welcome him to our brand
family."
The '0.0% to 100%' campaign, staring Charles Leclerc, will explore the Italian way of
living, a lifestyle which translates globally, and is synonymous
with embracing every moment with zest and passion like the Italians
do.
The campaign will be centred around an episodic social content
series, set in Lake Como, Italy
and due to be released this summer. The series will be amplified
through experiential activity and personalised experiences,
inclusive of signed gifts for fans and beer lovers around the
world.
The content will explore those special moments that help you to
live your best life. A salute to the small day to day experiences
that bring a smile to your face. Through behind-the-scenes access
to Charles Leclerc's life off track,
the content will celebrate the allure of the Italian "Dolce Vita"
lifestyle, redefined in a new way, for a new generation.
To launch the series and announce the ambassadorship, today,
Peroni Nastro Azzurro 0.0% unveiled a short film debuting
Charles Leclerc as the new face of
the brand. The video sees Charles
Leclerc reenacting his now famous 'Hallelujah' dive, a
celebratory moment from his Monaco Grand Prix 2024 win. However,
this time around the dive is a celebration of an ice-cold Peroni
Nastro Azzurro 0.0% enjoyed in Charles' favourite place to unwind,
Lake Como, Italy.
For Charles Leclerc, living every
moment on track means 0 to 300KM/H. But when off track, and looking
to re-charge, it's all about the 0.0% to 100% lifestyle. The key to
living this lifestyle has been captured in a bespoke list penned by
Charles Leclerc himself.
The list features Charles' top tips and recommendations to help
you live every moment, no matter where you live in the world. A
celebration of the joy in the everyday and the must-do experiences
that Charles recommends in Italy,
UK, Ireland, USA, Canada,
Singapore, Romania and Germany. The list will be revealed throughout
the summer via @peroninastroazzurro Instagram channel.
Charles Leclerc said:
"My partnership with Peroni Nastro Azzurro 0.0% is something
I'm very proud of. It is a brand that I love and its motto
'Live Every Moment' is truly relevant to how I approach life both
on and off the track. As a Ferrari driver, and being Monegasque,
Italy is also a very important
place in my life. I look forward to showing fans how it inspires me
to enjoy every moment."
The partnership plays a key role in the ambitions of Peroni
Nastro Azzurro 0.0% brand's parent company, Asahi Europe &
International, to have 20% share of their portfolio comprised of
alcohol-free products by 2030 and is perfectly positioned to
support the increased consumer demand for alcohol-free beverages.
Peroni Nastro Azzurro 0.0% is crafted with Italian passion and
flair, to deliver a crisp and refreshing beer with 0.0% alcohol
content.
Asahi Europe & International is committed to promoting
responsible drinking and supports the increased consumer demand for
alcohol-free beverages. Peroni Nastro Azzurro 0.0% invites
consumers to feel free to live every moment, safely, and in style.
Inspiring them to drink less, by providing an aspirational choice
which suits their lifestyle. Whether they're meeting friends at a
bar, exploring sun-soaked streets on holiday, or relishing time at
home watching the full throttle fun of Formula 1™, there are no
limits to when, and where, they can enjoy Peroni Nastro
Azzurro 0.0%.
- Media Materials -
High-resolution photography & video content is available
to the media via the below link:
HERE
- Notes to Editors –
About Peroni Nastro Azzurro 0.0%
Launched in
2022, Peroni Nastro Azzurro 0.0% is the latest no-alcohol category
innovation from Peroni Nastro Azzurro. Crafted with superior
Italian ingredients including the signature Nostrano dell'Isola
maize – grown exclusively for Peroni Nastro Azzurro in the north of
Italy – Peroni Nastro Azzurro 0.0%
offers the same uplifting Italian taste, with 0.0% alcohol. Birra
Peroni implemented brand new technology in its Rome brewery to enable Peroni Nastro Azzurro
0.0% to match the flavour profile of signature beer, Peroni Nastro
Azzurro which has been brewing with Italian passion and flair since
1963. This new technology allows the same signature recipe as
Peroni Nastro Azzurro to be used, and only after the characteristic
aroma and taste profile of Peroni Nastro Azzurro is fully
developed, is the alcohol gently removed to deliver the crisp and
refreshing Italian taste. Peroni Nastro Azzurro 0.0% is available
in more than 30+ countries worldwide and marks an
important step towards Asahi Legacy
2030 initiative, to have non-alcoholic products make up 20% of
Asahi Europe & International's portfolio.
About Asahi Europe & International
Asahi
Europe & International is the international branch of Asahi
Group Holdings, a global beverage and food company listed on the
Tokyo Stock Exchange, Japan. It is
the outcome of years of acquisitions, which allowed Asahi Group
Holdings, a traditional Japanese producer of beer, whiskey and wide
range of food products, to establish and strengthen its business in
Europe and around the globe. As of
2020, the business is established under the Asahi Europe and
International organization. Building on centuries of European
brewing heritage, the business runs 19 production facilities in 9
countries across Europe and
North America and is the custodian
of some of the best beer brands in the world, including
Asahi Super Dry,
Pilsner Urquell, Peroni Nastro Azzurro, Grolsch and Kozel.
Within the Asahi Group, the remit of Asahi Europe and International
is also to develop and manage all export markets globally, outside
of Japan and Oceania. Covering 90
markets and with over 10,000 passionate colleagues on board,
through our shared purpose of creating meaningful connections the
business is well positioned to inspire people around the world to
drink better.
SOURCE Peroni Nastro Azzurro