Immerse Yourself in the Italian Way: The House of Peroni Nastro Azzurro 0.0% Brings a Three-Day Racing Experience to London Ahead of the British Grand Prix

London, 19^th June 2025 – Peroni Nastro Azzurro 0.0% is bringing racing to the heart of London, The Italian Way, with the launch of The House of Peroni Nastro Azzurro 0.0% in celebration of the second year of partnership with Scuderia Ferrari HP.

Running from 3rd–5th July, this three-day immersive pop-up experience in Covent Garden invites racing fans and beer lovers alike to step into the thrilling world of F1, reimagined through the lens of Italian style and passion, just days ahead of the iconic British Grand Prix.

Across the experience, fans can take part in a curated line-up of activities, including a pizza masterclass with 50 Top Pizza Europa no.1 Pizza Chef Michele Pascarella, and a cocktail workshop hosted by world-renowned mixologist Federico Riezzo. Guests will learn to make #16 and #44 pizzas and beer-infused cocktails, each inspired by Scuderia Ferrari HP teammates Charles Leclerc and Lewis Hamilton.

Interactive racing games will be available where visitors can compete for daily prizes. Meanwhile, a dedicated cinema room will screen a handpicked selection of Lewis Hamilton and Charles Leclerc’s favourite films, including ‘Ferris Bueller's Day Off.’

At the centre of the space, guests can get up close to a Scuderia Ferrari HP show car and view replica helmets worn by Hamilton and Leclerc. A specially curated fashion gallery will also showcase race-inspired looks influenced by the two drivers.

To complement the experience, the daily Aperitivo Hour will serve up the bespoke driver-inspired pizzas and cocktails, accompanied by perfectly chilled bottles of Peroni Nastro Azzurro 0.0%. The Pit Garage bar will pour Peroni Nastro Azzurro 0.0% throughout, with DJs such as Roman Kemp providing an electric soundtrack of trackside tunes.

Rob Hobart, Marketing Director at Asahi UK, commented: "We’re proud to bring The House of Peroni Nastro Azzurro 0.0% to London - an experience that embodies everything our partnership with Scuderia Ferrari HP stands for: passion, precision and premium Italian style. As we enter our second year together, we’re excited to give fans a unique opportunity to get closer to the world of F1, all while enjoying the refreshing taste of Peroni Nastro Azzurro 0.0%."

This three-day takeover marks the second year of the celebrated partnership between Peroni Nastro Azzurro 0.0% and Scuderia Ferrari HP. Together, the two iconic Italian brands continue to believe in shared values ​​and pursue excellence in their fields.

The House of Peroni Nastro Azzurro 0.0% is open from 3rd–5th July at The Stables in Covent Garden. Free tickets are available via sign-up at Club Peroni.

ENDS

Media assets

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Contact

·         Candace Fremder: candace@strangergroup.com (+44 7400 254 988)

·         The Academy PR: peroni@theacademy.com 

NOTES TO EDITORS

Peroni Nastro Azzurro 0.0% to Bring Scuderia Ferrari HP Experience to the Northwest

In celebration of the second year of the partnership with Scuderia Ferrari HP, Peroni Nastro Azzurro 0.0% is bringing racing fans across the UK the chance to experience the thrill of the Scuderia Ferrari HP ahead of Britain’s biggest racing weekend.

This is the first Peroni Nastro Azzurro 0.0% activation in the Northwest and will enable fans across the UK to get even closer to the action at Walkabout, Manchester Printworks, Wednesday 25th & Thursday 26th June, live from 4pm – 9pm each day.

During activation hours, guests can enjoy complimentary 330ml bottles of Peroni Nastro Azzurro 0.0% as part of a giveaway (terms and conditions apply). Plus, every 30 minutes, fans will have the chance to take part in interactive games—designed for beer lovers and racing enthusiasts alike—with exciting Scuderia Ferrari HP merchandise up for grabs.

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 and the #1 ROS. 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 UK  

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though 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. 

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.  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 export markets globally, outside of Japan, Asia and Oceania. 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.

Contact

·         Candace Fremder: candace@strangergroup.com (+44 7400 254 988)

·         The Academy PR: peroni@theacademy.com 

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