Asahi UK has reported 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%.
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."