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23rd January 2019


In time for Dry January, the market-leading super-premium Italian beer brand, Peroni Nastro Azzurro will launch its first alcohol-free beer, Peroni Libera 0.0%, with a rich and intense flavour of fresh citrusy hops.

Drinking habits, especially amongst millennials, are constantly  evolving and people are frequently opting for a more holistically healthy and mindful lifestyle. A recent study showed that nearly 30% of 16-24 year olds do not drink at all, whilst 45% of 25-34 year olds are more regularly opting for no- or low-alcohol drinks than a few years ago.

Peroni Nastro Azzurro recognise that whilst many will opt for abstinence from alcohol as they partake in Dry January, there is a wider trend, year-round, for light to moderate drinking as part of a balanced lifestyle.

The newest addition to the iconic Peroni portfolio, Peroni Libera 0.0%, will offer a stylish, no-alcohol alternative to the world of beer. It is not about removing alcohol, but enjoying life lived fully, when the occasion or the context could call for an alcohol-free beer. Peroni Libera, meaning ‘free’ in Italian, empowers loyal Peroni Nastro Azzurro consumers and beyond, with the freedom and choice within their busy lifestyles, to opt for a 0%.

To add a touch of Italian style, without the alcohol and without the compromise on the great taste or occasion.

Peroni Nastro Azzurro has been an Italian icon since 1963. Using years of expertise and skill, Peroni Libera 0.0% is a light-bodied 0% beer, meticulously brewed with the same Peroni craftsmanship, passion and flair. The taste is described as: a rich and intense aroma of flavours where citrusy and hoppy notes are followed by a delicate fruity aroma. Peroni Libera 0.0% promises to bring a stylish alternative to the non-alcoholic segment through quality ingredients, advanced brewing method and positive messaging around a balanced lifestyle with or without alcohol.

Simone Caporale, Peroni Nastro Azzurro’s world-renowned resident Master of Mixology said, ’We’ve seen a change in consumers drinking habits in the industry, with the rise of mindfulness and wellbeing, people are more regularly considering low- and no-alcohol drinks alternatives and currently there isn’t a premium, great tasting beer out there for them to enjoy.

Peroni Libera 0.0% is the perfect alcohol-free beer option for the lower-tempo occasions – a midweek night out with friends, or during those working lunch occasions. Peroni Libera 0.0% delivers a crisp taste, a fine bitterness and a fast and clean finish, with a well-defined taste of beer, meaning those looking for an alternative to alcohol no longer have to compromise on quality or taste. Salute!”

Throughout the years, Peroni Nastro Azzurro has strived to offer choice within the beer category and has a track record of successful innovations. In 2016, the portfolio expanded to include Peroni Nastro Azzurro Gluten-Free, which continues to lead as the ‘free-from’ favourite and an innovative new glass and bottle design launched at the end of 2018.

Peroni Libera 0.0% will be available in the sleek and stylish new bottle, taking inspiration from the brand’s rich Italian history by re-introducing iconic elements, including an engraved signature of one of the Founding Fathers, Giovanni Peroni, to signify the quality and craftsmanship of the brewing.

As a brand with a rich heritage, Peroni is proud to bring Peroni Libera 0.0% to life, injecting their inimitable Italian style into the non-alcoholic variety to create the most stylish alcohol-free beer in the UK. 1

Peroni Libera 0.0% will be available exclusively at Tesco stores nationwide from early January 2019, priced at £5.00 for 4x 330ml bottle.

1 Millward Brown Kantar, September 2018.


For any media enquiries please contact Bella Ryland at Bacchus PR / 0208 968 0202