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21st December 2022

Peroni Nastro Azzurro 0.0% celebrate alcohol-free accolade as super premium Italian brand continues to deliver taste without compromise

·  Latest NPD grows Super Premium Beer Category as beer lovers trade up and embrace the taste of Peroni Nastro Azzurro 0.0% which offers the same quality taste experience of Peroni Nastro Azzurro, with a crisp and refreshing Italian taste and 0.0% alcohol.

·  Success is driven by consumer demand, with 1 in 3 UK adults moderating alcohol intake and seeking a premium choice with an expectation of high quality and experience.[2]

·  Peroni Nastro Azzurro 0.0% is the most loved No and Low Alcohol beer brand in UK.[3]

·  Peroni 0.0% is the second largest no and low alcohol brand in the On-trade.[4]

·  New Spotify partnership will tap into wider social moments, occasions where consumers seek to moderate from January 2023 onwards.

·  Latest Alcohol-Free NPD to the iconic Italian portfolio marks an important step towards Asahi Legacy 2030 initiative, to have non-alcoholic products make up 20% of Asahi Europe & International’s portfolio.

London, January 2023; Number 1. Super Premium Italian beer brand, Peroni Nastro Azzurro proudly announces that Peroni Nastro Azzurro 0.0% is the most loved No and Low Alcohol beer brand in UK, according to latest research from Savanta.

Instantly recognisable and crafted with quality Italian ingredients including the signature Nostrano dell‘Isola maize, Peroni Nastro Azzurro 0.0% is now the second largest no and low alcohol brand in the On-trade. Featuring ingredients grown exclusively for Peroni Nastro Azzurro in the north of Italy – to create the same refreshing Italian taste, consumer testing revealed that 90% of tasters felt the flavour matched that of Peroni Nastro Azzurro and its high-quality taste was noted by 92% of the panel[5].

Last year, 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 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.

The trend of drinking beer is changing, with 1 in 3 UK adults now actively moderating their alcohol intake and 2 in 3 looking to lead a healthier lifestyle[6], Peroni Nastro Azzurro 0.0%has responded to consumer demand and serves occasions and social moments where beer lovers are seeking a quality tasting alcohol-free beer with 0.0% alcohol.  Thanks to its effervescent, refreshing taste and 0.0% alcohol, consumers can live every moment fully. 

To support growth and awareness of the brand in the UK, an integrated marketing campaign, ‘Back to Zero’ will return in January 2023 as moderation becomes more of a focus after the festive season.  The creative will feature on TV – Video on Demand – Sky Atlantic Now TV – Gym TV with an all new, ‘Taste without compromise’ message which will be visible across Out-Of-Home, and London Underground. In addition, the Super Premium Italian brand will embark on a new partnership with Spotify to strengthen the association with more drinking occasions through digital audio and display.

Extending the ‘Live Every Moment’ message to the bartending community, a new Peroni Nastro Azzurro 0.0% App will offer staff within pubs, bars, and restaurants the opportunity to receive exclusive rewards by scanning a QR code on every pint and half pint packs of Peroni Nastro Azzurro glassware. Designed to engage and excite bar-staff, prizes include merchandise and exclusive tickets to sporting events and music festivals.  

Sam Rhodes, Marketing Director at Asahi UK comments: “Drinking a low or no alcohol product should not involve compromising in any-way. We’re so proud of what Peroni Nastro Azzurro 0.0% brings to the market and how it enhances the moment for consumers – an alcohol-free beer option with an Italian flair – superior flavour and quality taste. We know that people are increasingly opting for low and no alcohol options as part of a balanced lifestyle when socialising in and outside of home.  With its refreshing taste, people can truly live every moment – no matter where they are, what occasion it is or time of day, without compromise.”



For further information on Peroni Nastro Azzurro and Peroni Nastro Azzurro 0.0% please contact:

Product information:

  • Peroni Nastro Azzurro 0.0% is available in 330ml glass bottles, and 330ml cans. 
  • It is available to buy individually, and in multipacks of x4 (bottles), x12 (bottles), x24 (bottles) and x6 (cans).


Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion, and flair. Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. The No 1 Premium Italian Beer Brand Globally, Peroni Nastro Azzurro is gently brewed for an effervescent, refreshing, and crisp taste that’s full of life.

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.  It is the outcome of years of acquisitions, which allowed Asahi Group Holdings, a traditional Japanese producer of beer, whiskey, and wide range of food products, to establish and strengthen its business in Europe and around the globe. As of 2020, the business is established under the Asahi Europe and International organization headquartered in Prague, Czech Republic. Building on centuries of European brewing heritage, the business runs 19 production facilities in 8 countries across Europe 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 all export markets globally, outside of Japan and Oceania. Covering 90 markets and with over 10,000 passionate colleagues on board, the business is well positioned to inspire people around the world to drink better.

[2] KAM Media Low&No 2022 report

[3] Savanta Most Loved Drinks 2022

[4] CGA OPMS latest 12 weeks to 05.11.22

[5] Concept Product Research (MMR)

[6] CGA Brandtrack Oct 22

Press release from The Academy PR.

For further information, please contact Shoma Amin at Asahi UK –  +44 7788 345 806