Peroni Nastro Azzurro 0.0% was able to toast its own success at the Autosport Awards last week after being named Brand Partnership of the Year alongside Scuderia Ferrari.
The brand began its partnership with Ferrari at the start of 2024 and launched a one-minute heist film starring team principal Fred Vasseur and then-driver duo Charles Leclerc and Carlos Sainz.
As part of the activation, Peroni Nastro Azzurro 0.0% also took the unprecedented step to rebrand 2024 bottles, replacing ‘Peroni’ with ‘Tifosi’ and the campaign ultimately caught the attention of the Autosport Awards judging panel, chaired by Motorsport Business president and F1 liaison, James Allen.
“Winning Brand Partnership of the Year at the Autosport Awards for the first year of our global partnership between Peroni Nastro Azzurro 0.0% and Scuderia Ferrari is another proud moment of industry recognition for all of the hard work and collaboration across our global brand team, local market teams, agency partners and team partners at Scuderia Ferrari,” said Gareth Morgan, global marketing manager for Peroni Nastro Azzurro.
“Congratulations to the famiglia di peroni around the world who have brought this awesome partnership to life - salute!”
Peroni Nastro Azzurro 0.0% collected its honour during the ‘Business of Racing’ section of the Autosport Awards at London’s Roundhouse last Wednesday as Morgan joined McLaren CEO Zak Brown on stage.
Kate Beavan, a member of the judging panel and a former director of Hospitality F1, was impressed by the Peroni Nastro Azzurro 0.0% entry.
“This campaign put Ferrari fans at the heart of it,” she said. “It crossed multiple platforms; the renaming of the beer was a clever element, and it created a playful image not always associated with Ferrari and using that playfulness always cuts through the noise.”
The brand already had a presence in the room with its own bar at the venue, which provided Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0% to guests and fans alike, as well as a Aperol Spritz-inspired Peroni cocktail.
