Asahi UK Reports Moderation Sales Reach All-Time High at the UK’s Biggest Cultural Moments this Summer
- Guild Secretary
- 6 hours ago
- 5 min read
Peroni Nastro Azzurro 0.0% draught trialled at American Express presents BST Hyde Park and Royal Ascot, alongside new products Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa
Seamless integration with alcohol-free options delivered a +90% increase in Peroni Nastro Azzurro 0.0% sales between 2023 and 2026 across Royal Ascot week.1 Offering Peroni Nastro Azzurro 0.0% on draught at BST Hyde Park helped grow 0.0% share of total beer sales by 83%2
Asahi UK and the Government’s THINK! partnership returned for a second year with the Peroni Nastro Azzurro 0.0% ‘Only Peroni Pace Pass’ activation across Royal Ascot week
This expanded consumer offer followed the release of Sip Happens: Mindful Tastes – a recent report in collaboration with Time Out focusing on moderation trends amongst Gen Z and Millennials
London, UK. - As consumer demand for alcohol-free options continues to grow, Asahi UK is reporting the highest-ever demand for its alcohol-free options at two of the UK’s biggest summer cultural moments – Royal Ascot and American Express presents BST Hyde Park.
Peroni Nastro Azzurro 0.0% increased its presence across major cultural, sporting and music occasions by serving the brand’s recently launched flavoured varieties – Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa – and offering its Peroni Nastro Azzurro 0.0% on draught for the very first time.
The focus on alcohol-free choices delivered significant results. Sales of Peroni Nastro Azzurro 0.0% at Royal Ascot increased by +90% between 2023 and 20263, demonstrating growing consumer appetite for premium alcohol-free options that complement the quality, style and occasion associated with the event. Meanwhile, a draught offering at American Express presents BST Hyde Park – London’s largest festival – helped grow 0.0% share of total beer sales by 83%.4
Asahi UK once again partnered with THINK! 0% during Royal Ascot week to encourage alcohol responsibility and remind consumers of the importance of making safe, positive choices when driving. THINK! 0% is a nationwide initiative encouraging drivers to always choose alcohol-free drinks if they are getting behind the wheel.
At the heart of the activity was the return of the Only Peroni Pace Pass campaign, which ran throughout Royal Ascot week. Dedicated Peroni Nastro Azzurro 0.0% brand ambassadors were positioned around car parks across the racecourse to welcome racegoers arriving by car and offer branded Pace Passes featuring reminders to always THINK! 0% when driving.
The passes were redeemable at bars across the racecourse for a complimentary 330ml bottle of Peroni Nastro Azzurro 0.0%, including the new Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa variants. Redeemers also had the opportunity to enter a competition to win the ultimate Only Peroni Royal Ascot experience in 2027.
The activity built on insights from Sip Happens: Mindful Tastes, a report launched earlier this year by Time Out and Peroni Nastro Azzurro 0.0%, which found that nine in 10 UK drinkers actively moderate their alcohol consumption in some way, while more than half switch between alcoholic and alcohol-free drinks depending on the occasion. The report identified three key drivers shaping modern drinking habits - The Moment, The Energy and The Taste - highlighting growing consumer demand for flexibility, balance and premium quality when socialising.5
Over the past four years, Asahi UK has delivered dedicated moderation and safe-driving initiatives at Royal Ascot, promoting consumer choice through a range of activations. These included large-scale Peroni Nastro Azzurro 0.0% sampling at Waterloo station, venue-wide awareness campaigns and dedicated moderation moments offering discounted alcohol-free serves. The designated driver initiative returned for a third year with increased voucher availability and followed last year's successful partnership with THINK! 0%, further reinforcing the message that anyone driving should always choose alcohol-free alternatives.
Rob Hobart, Marketing Director at Asahi UK, said:
“As moderation becomes increasingly mainstream, Asahi UK continues to invest in making premium alcohol-free choices available in the moments that matter most to consumers. Whether attending a race meeting, enjoying live music at BST Hyde Park or socialising throughout the summer, consumers are increasingly looking for drinks that allow them to stay present, maintain their energy and enjoy the occasion on their own terms. The findings from Sip Happens: Mindful Tastes suggest that moderation is no longer a niche behaviour but an established part of modern social culture, with drinkers expecting high-quality alcohol-free options to be available wherever they choose to spend their leisure time.
By making Peroni Nastro Azzurro 0.0% available on draught at the House of Peroni at Royal Ascot and at BST Hyde Park, we ensured consumers could experience the same great serve they expect from Peroni Nastro Azzurro in the same iconic glass. We were also delighted to have partnered with THINK! 0% once again to encourage drivers to choose alcohol-free options, helping keep our roads safe while still enjoying a premium beer experience."
Local Transport Minister Lilian Greenwood said:
"We remain committed to making our roads safer for everyone. Drink driving ruins lives, and even small amounts of alcohol can have serious consequences. This partnership between THINK! and Peroni 0.0% reminds drivers they can still enjoy the Royal Ascot celebrations while keeping themselves and others safe."
About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Through the portfolio of super-premium beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.
Notes to Editors
About THINK! 0%
THINK! 0% is a partner-led platform aiming to encourage drivers to always opt for 0% over an alcoholic drink if they’re getting behind the wheel.
In collaboration with on and off-trade organisations, THINK! 0% aims to create a new social norm amongst drivers. It prompts them to THINK! 0% when in drinking environments and help them to set new, safer habits without missing out on good times.
About THINK!
THINK! is the Government’s flagship road safety campaign, established in 2000. Since then, THINK! has become recognised internationally for its iconic and ground-breaking campaigns that have challenged dangerous behaviours on Britain’s roads. Its campaigns have evolved from encouraging the use of seat belts to tackling excessive speed, drink and drugs, and the use of mobiles at the wheel.
Footnotes
1. Royal Ascot internal sales data
2. Hyde Park internal sales data
3. Royal Ascot internal sales data
4. Hyde Park internal sales data
For more information:
Chris Dillon at Brunswick North – chris.dillon@brunswicknorth.co.uk / 07487 688 317
Third-party news items are published as received for informational purposes. Publication does not imply endorsement by the Guild. Please use the contact details within the post for any enquiries.