Peroni Nastro Azzurro 0.0%, the super-premium Italian beer brand from Asahi Europe & International, has today announced a multi-year partnership with global motorsport and lifestyle icon, Charles Leclerc. As the first ever global brand ambassador for Peroni Nastro Azzurro 0.0%, Charles Leclerc will star in the new "0.0% to 100%" campaign, celebrating the premium brands’ distinctive taste and brand ethos, "live every moment".
"We are incredibly proud to launch our new global partnership with Charles Leclerc today," said Paolo Lanzarotti, Chief Executive Officer at Asahi Europe & International. "As a beloved driver for Scuderia Ferrari HP and a cultural symbol of effortless style, Charles is a destined partner for Peroni Nastro Azzurro 0.0%. and we’re thrilled to welcome him to our brand family.”
The 0.0% to 100% campaign, staring Charles Leclerc, will explore the Italian way of living, a lifestyle which translates globally, and is synonymous with embracing every moment with zest and passion like the Italians do.
The campaign will be centred around an episodic social content series, set in Lake Como, Italy and due to be released this summer. The series will be amplified through experiential activity and personalised experiences, inclusive of signed gifts for fans and beer lovers around the world.
“My partnership with Peroni Nastro Azzurro 0.0% is something I’m very proud of," said Leclerc. "It is a brand that I love and its motto ‘Live Every Moment’ is truly relevant to how I approach life both on and off the track. As a Ferrari driver, and being Monegasque, Italy is also a very important place in my life. I look forward to showing fans how it inspires me to enjoy every moment.”
The partnership plays a key role in the ambitions of Peroni Nastro Azzurro 0.0% brand’s parent company, Asahi Europe & International, to have 20 per cent share of their portfolio comprised of alcohol-free products by 2030 and is perfectly positioned to support the increased consumer demand for alcohol-free beverages. Peroni Nastro Azzurro 0.0% is crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content.
