The no- and low-alcohol (NoLo) market has a new contender. Peroni Nastro Azzurro have launched a zero-alcohol beer in time for Easter celebrations.
The Peroni Nastro Azzurro 0.0% is made with Italian ingredients including the signature Nostrano dell‘Isola maize, which Peroni say is grown exclusively for them in the north of Italy. Peroni carried out consumer taste tests and say they received excellent feedback, with 90% of tasters feeling the flavour matched that of Peroni Nastro Azzurro.
The beer company used new technology in its Rome brewery to create the flavour of its 0.0% alcohol-free beer which closely matches its signature brew. The new zero-alcohol beer uses the same base recipe as its signature Peroni Nastro Azzurro.
The difference being, alcohol is removed after the taste and aroma have matured to match the original brew. Peroni has also added a splash of celebrity to the brand-new beer's launch.
The new alcohol-free beer will appear on the Aston Martin Aramco Cognizant Formula One Team race car. It will also be served at events across the global Formula One calendar.
This includes the AMF1 Team motorhome at the majority of Grands Prix events and across numerous city centres throughout Europe. The launch of a zero-alcohol beer is a savvy move on the part of Peroni.
Research shared by Peroni shows one in three UK adults are now actively moderating their alcohol intake, whilst two in three are looking to lead a healthier lifestyle. The NoLo drinks market is set to grow over the coming years, if this decreased alcohol consumption trend continues.
People steer clear of alcohol for various reasons. It may have to do with religion, dietary requirements or simply personal choice.
Sam Rhodes, Marketing Director at Asahi UK 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.
"We know that 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.”
The Peroni Nastro Azzurro 0.0% is available nationwide across the UK and Ireland from April 2022.
