Peroni Libera 0.0% has announced a multi-year partnership with the Aston Martin Cognizant Formula One Team.
The new partnership celebrates the global launch of Peroni Libera 0.0% as a “stylish and aspirational” alcohol-free beer choice and comes as the Aston Martin Cognizant Formula One team prepares to make its return to Formula One, after more than 60 years.
Peroni Libera 0.0% will take centre stage of the partnership, bringing the alcohol-free product to a passionate global audience.
Peroni Libera 0.0% will be served at prestigious events across the global Formula One calendar, including in the Aston Martin Cognizant Formula One Team motorhome at every Grand Prix and across several city centre activations aimed at engaging new and current consumers.
The partnership plays a key role in the ambitions of the Peroni brand’s parent company, Asahi Europe & International, to have 20 per cent share of its portfolio dedicated to non-alcoholic products by 2030.
“Peroni Libera 0.0% is crafted with Italian passion and flair, to deliver a crisp and refreshing beer with 0.0% alcohol content,” Peroni said. “Its superior taste is delivered through a unique recipe with signature Italian Nostrano dell’Isola Maize, produced and bottled in Italy.”
The Peroni Libera 0.0% logo will take pride of place on the Aston Martin Cognizant Formula One Team’s 2021 challenger car livery and team kits throughout the season, which is set to be revealed to the world on Wednesday, 3 March 2021.
The partnership is in line with Asahi Europe & International’s responsible drinking ambitions and is positioned to support the increased consumer demand for non-alcoholic beverages.
“Peroni Libera 0.0% invites consumers to feel free to live every moment,” Peroni said.
“Safely, and in style. Inspiring them to drink less, better by providing an aspirational choice which suits their lifestyle.”
The brand will also partner with Aston Martin Cognizant Formula One team to create a content campaign throughout the season, aimed at opening the doors on both the team and the sport, engaging Formula One fans and lifestyle audiences, and bringing them closer than ever before to the most elevated moments in Formula One.
The first film, released today, features Aston Martin Cognizant Formula One Team drivers Sebastian Vettel and Lance Stroll revealing their inner passion and flair and what inspires the two drivers to excel at the pinnacle of motorsport.
Lawrence Stroll, Aston Martin Cognizant Formula One Team chairman said: “We are thrilled to welcome Peroni Libera 0.0% to the Aston Martin Cognizant Formula One family, and we are delighted that two such great brands will be in partnership from the very start of Aston Martin’s historic return as a team entrant to the top tier of global motor racing after an absence of 61 years.
“This partnership is another boost to the team ahead of the new season and is an opportunity to bring together two iconic brands on a unique journey in Formula One™️. We look forward to immersing Peroni Libera 0.0% into the team and achieving the brand’s global growth ambitions through the platform of Formula One.”
Richard Ingram, global brands director at Asahi Europe & International said: “This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One.
“By partnering with the Aston Martin Cognizant Formula One team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion.
“As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking an aspirational non-alcoholic option as part of their balanced lifestyle.
“We look forward to telling that story to the world throughout the 2021 Formula One™️ season and for many years to come.”
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