Peroni Nastro Azzurro 0.0% is expanding its presence in the fast-growing alcohol-free segment with the launch of its first flavoured variants in the UK, offering retailers a new premium option to drive sales in the booming no- and low-alcohol category.
The Asahi UK-owned brand has introduced Limone di Sicilia (Sicilian lemon) and Arancia Rossa (Italian blood orange), available in 4x330ml packs with an RRP of Ā£5.50 and launching in selected Tesco stores from 24 February, with wider rollout planned across the off-trade.
The move comes as flavoured beer value sales have grown by Ā£3.1 million year on year [Nielsen IQ, MAT 21.6.25], highlighting a significant opportunity for convenience retailers to premiumise their alcohol-free ranges. Peroni Nastro Azzurro 0.0% is already the leading contributor to growth in the no- and low-alcohol beer segment and commands a 21 per cent price premium over the wider category, underlining its value potential for retailers.
Asahi UK is backing the launch with more than Ā£1m of marketing investment, including in-store sampling, social media and influencer campaigns, digital promotions and partnerships with events such as BST Festival, and a partnership with Time Out.
More than 500,000 samples will be distributed 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.
The new variants aim to capitalise on shifting consumer habits, particularly among younger adults. A Nielsen IQ report [October 2025] shows 54 per cent of drinkers are moderating their alcohol intake, while Gen Z and Millennials are increasingly choosing alcohol-free options for social occasions, according to new research commissioned by Asahi UK, driven primarily by taste and flavour innovation.
Rob Hobart, marketing director at Asahi UK, said the launch represented āa step-change for flavoured alcohol-free beer in the UKā and reinforced the brandās position at the forefront of category growth.
āWith Peroni Nastro Azzurro 0.0% generating a price premium of +21 per cent vs the wider category, 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,ā he said.
According to Time Out x Peroni Nastro Azzurro 0.0% ās new report, Gen Z and Millennials of legal drinking age are driving a major shift toward more mindful, selective drinking habits, with three in four saying they now make everyday choices more intentionally. This behavioural shift is transforming 0.0% drinking occasions, with younger consumers choosing alcoholāfree options more often across dinners, picnics, social activities and wellnessāfocused spaces.
Crucially for the category, taste is the no.1 motivator for these drinkers and they are keen to try fruity, citrusāled 0.0% lagers, highlighting a clear demand for premium, flavourāforward alcoholāfree options.
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 per cent of consumers drinking it on a weekly basis.
Consumer sentiment toward flavoured alcohol-free beer is highly positive, with 77 per cent of overall consumers indicating they are likely to purchase, and interest strongest among younger consumer generations [Asahi UK/Savanta].