Alcohol-free beer brand Peroni Nastro Azzurro 0.0% has launched a new global partnership with Ferrari.
The multi-year partnership will see Peroni Nastro Azzuro 0.0% branding emblazoned on cars and driver uniforms of Scuderia Ferrari - the luxury car manufacturer's Formula 1 racing division.
The sponsorship announcement comes amid shock news F1 racing star Lewis Hamilton will be joining Ferrari for the 2025 season.
The seven-time world champion on Thursday morning revealed "the time is right" for him to leave Mercedes, with a surprise move to Ferrari at the end of the upcoming Formula One season now confirmed.
He will be joining Ferrari driver Charles Leclerc.
Leclerc and his current teammate, driver Carlos Sainz, have starred in a short film, The Brake In, to mark the launch of Ferrari's new Peroni partnership.Peroni Nastro Azzurro 0.0% is a premium Italian beer brand owned by Asahi Europe & International.
It describes itself as being "crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content".
The brand describes the new Ferrari partnership as "a destined relationship between two Italian icons".
To celebrate, Peroni Nastro Azzurro 0.0% has released a limited-edition product run of Tifosi Nastro Azzurro 0.0%, described as "a love letter to the Scuderia Ferrari fans, the Tifosi, who we tribute for their great passion on the F1 racing grid".
It has produced 2,024 individually numbered bottles of the special edition beer, in bottles that incorporate the Ferrari brand.
Paolo Lanzarotti, Chief Executive Officer at Asahi Europe & International 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.”
Frédéric Vasseur, Team Principal at Scuderia Ferrari, added: "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.”
The partnership comes amid ambitions of Asahi Europe & International, the Peroni Nastro Azzurro 0.0% brand’s parent company, to boost its portfolio of alcohol-free products.
As consumer demand for alcohol-free and low-alcohol drinks increases, Asahi aims for alcohol-free products to comprise 20 per cent share of its portfolio by 2030.
