Peroni Nastro Azzurro 0.0% Leads No & Low Category Growth, Now Introducing a New Flavoured Alcohol-Free Beer

• Limone di Sicilia (Sicilian lemon) and Arancia Rossa (Italian blood orange) mark Peroni Nastro Azzurro 0.0%’s first flavoured alcohol-free beer launches in the UK

• UK flavoured beer value sales have increased by £3.1M YoY, demonstrating a major opportunity for UK retailers[1]

• Peroni Nastro Azzurro 0.0% is the leading contributor to no and low-alcohol growth in the UK and commands a +21% price premium versus the wider category[2]

• Research from Time Out and Peroni Nastro Azzurro 0.0%’s new report indicates that Gen Z and Millennials of legal drinking age are driving a major shift toward more mindful, selective drinking habits, with 3 in 4 saying they now make everyday choices more intentionally[3]

• Backed by over £1m of marketing investment that includes sampling, social, influencer and retailer support, Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa will bring more choice, distinctiveness and premiumisation to the market

Peroni Nastro Azzurro 0.0%, the leading contributor to no and low-alcohol growth in the UK,[4] is bringing more choice, distinctiveness and premiumisation to the market by launching two flavoured alcohol-free beers in Sicilian lemon and Italian blood orange varieties - Limone di Sicilia and Arancia Rossa.

Positioned as a premium, stylish alternative to other alcohol-free beers, Peroni Nastro Azzurro 0.0% flavours are refreshing and uncompromising in taste, delivering a lively sip of Italy. With new research commissioned by Asahi UK revealing that 92% of 18–27-year-olds and 89% of millennials and would be likely to purchase a flavoured alcohol-free beer,[5] Peroni Nastro Azzurro 0.0% flavours tap directly into emerging demands of the modern consumer.

Available in 4x330ml packs, with an RRP of £5.50, Limone di Sicilia (Sicilian lemon) and Arancia Rossa (Italian blood orange) will be listed in selected Tesco stores from 24th February.

The launch will be supported by over £1m of marketing investment, which includes social and influencer activity, presence at events such as American Express presents BST Festival, and a partnership with Time Out.

According to Time Out x Peroni Nastro Azzurro 0.0% ‘s new report, Gen Z and Millennials of legal drinking age are driving a major shift toward more mindful, selective drinking habits, with 3 in 4 saying they now make everyday choices more intentionally. This behavioural shift is transforming 0.0% drinking occasions, with younger consumers choosing alcohol‑free options more often across dinners, picnics, social activities and wellness‑focused spaces. Crucially for the category, taste is the #1 motivator for these drinkers and they are keen to try fruity, citrus‑led 0.0% lagers, highlighting a clear demand for premium, flavour‑forward alcohol‑free options. These findings reinforce the opportunity for Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa as the brand continues to be at the forefront of the no‑ and low‑alcohol segment.

Asahi UK will distribute over 500,000 samples to consumers via in-store activity, digital promotions, a partnership with HelloFresh and by linking with new occasions, such as running clubs. Consumers will also receive samples, offers and discounts via the Club Peroni loyalty programme.

Moderation remains one of the most important UK household consumption priorities, with 54% of drinkers moderating their alcohol consumption.[6] Health, keeping things balanced, and flavour are the top three category drivers for consumers choosing alcohol-free beer.[7]

Rob Hobart, Marketing Director for Asahi UK, said: “The launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a step-change for flavoured alcohol-free beer in the UK and marks our commitment as a globally recognised brand in driving the alcohol-free category forward.”

“With Peroni Nastro Azzurro 0.0% generating a price premium of +21% vs the wider category,[8] we know that the brand is the right choice for retailers who are looking to drive sales and profits from alcohol-free, the fastest-growing segment of the beer market.”[9]

The alcohol-free beer category appeals to all legal drinking age groups. However, Gen Z and Millennials demonstrate more habitual consumption of alcohol-free beer, with over 40% of consumers drinking it on a weekly basis. Consumer sentiment toward flavoured alcohol-free beer is highly positive, with 77% of overall consumers indicating they are likely to purchase, and interest strongest among younger consumer generations. Therefore, the launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a compelling opportunity to bring innovation to the category, engaging a diverse range of drinkers and establishing new consumption rituals.[10]

ENDS

NOTES TO EDITORS

Available in selected Tesco stores from 24th February, with availability extending to on and off trade outlets soon after.

Time Out and Peroni Nastro Azzurro 0.0% are launching a thought leadership report exploring Gen Z and Millennial’s attitudes towards moderation and mindfulness, and how these movements are impacting the way they are consuming in social environments.

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. 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 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.

About Time Out

Time Out Group is a global media and hospitality brand that inspires and enables people to experience the best of the city through Time Out Media and Time Out Market. Time Out launched in London in 1968 to help people discover the exciting new urban cultures that had started up all over the city – today it is the only global brand dedicated to city life. Expert journalists curate and create content about the best things to do, see and eat across over 350 cities in over 50 countries, and across a unique multi-platform model spanning both digital and physical channels. Rooted in the Time Out brand, Time Out Market is the world's first editorially curated food and cultural market, bringing a city's best chefs, restaurateurs and cultural experiences together under one roof. The portfolio includes 12 Markets in cities such as Lisbon, New York and Dubai, and several new locations with expected opening dates in 2026 and beyond, in addition to a pipeline of further locations in advanced discussions. Time Out Group PLC, listed on AIM (AIM: TMO), is headquartered in the United Kingdom. Learn more at www.timeout.com and LinkedIn.

[1] Nielsen IQ | Beer & Flavoured Beer | Value Sales | MAT 21.6.2025

[2] NielsenIQ MAT 27.12.25

[3] Time Out & Peroni, Sip Happens: Mindful Tastes, February 2026, UK.

[4] NielsenIQ MAT 27.12.25 – Peroni Nastro Azzurro 0.0% has been the highest value contributor to the NABLAB lager category year on year

[5] Low/Alcohol-free Beer – 18+ Usage & Attitudes study, Asahi UK/Savanta

[6] NielsenIQ Moderation Roundtable, October 2025

[7] Low/Alcohol-free Beer – 18+ Usage & Attitudes study, Asahi UK/Savanta

[8] NIQ by CGA MAT 29.11.25

[9] NIQ by CGA MAT 29.11.25

[10] Low/Alcohol-free Beer – 18+ Usage & Attitudes study, Asahi UK/Savanta

For further information please contact: Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

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