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Formula One cars are the fastest regulated road-course racing cars in the world and its races can be nail-biters so you’re gonna want a beer.
And coinciding with the launch of Peroni 0.0% in the US and the onset of racing season, Molson Coors is expanding its relationship with Formula 1.
Peroni Nastro Azzurro is a premium pilsner beer from the brewery, Peroni di Roma, in Rome, Italy that is brewed using the original recipe since 1963. And Peroni 0.0% arrives as a growing number of U.S. drinkers are seeking out low- or no-alcohol options. In fact, the non-alcoholic segment grew more than 17% in 2022 versus 2021, according to IRI data.
Peroni 0.0% was brewed with “an innovative dealcoholization process to deliver the superior taste that customers expect from Peroni Nastro Azzurro,” Cara Lauritzen, senior marketing manager for Peroni told Beer & Beyond. “People choose Peroni because they want that taste of Italy in their hand, they want that elevated experience. They’re going to get that with Peroni 0.0%.”
(Courtesy Molson Coors)
“Peroni 0.0% was formulated to match the flavor of the original Peroni Nastro Azzurro as much as possible,” Lauritzen says. Some “90% of consumers agreed it matches our full-alc beer better than competitors,” she says, citing a panel of consumers polled by the brand.
Peroni 0.0% launched in Europe last year and quickly caught on, tallying more than 5% of Peroni’s global sales.
To support the US launch in the U.S., Molson Coors is bringing it existing global strategic partnership with the Aston Martin Aramco Cognizant Formula 1™ Team stateside
Peroni has been on a roll in recent years, with its sales growing by 88% since 2018, according to IRI, far outpacing its two main competitors in the US market, Stella Artois and Heineken.
“If Peroni drinkers have shown us anything, it’s that consumers are looking for premium options, and they want to be able to choose moderation without comprising on taste,” Lauritzen added. “We’re proud to bring them an option that delivers on both.”
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