London, UK; 21st December 2018: Peroni Nastro Azzurro is pleased to announce the launch of its first alcohol-free beer Peroni Libera 0.0% into UK retail bringing the first super-premium alcohol-free beer to the market. Building on the trend for mindful alcohol consumption as part of a balanced lifestyle, the authentic tastes of Peroni Libera 0.0% will be available for consumers to buy launching at Tesco stores early January 2019.
Following the exclusive launch listing in Tesco in January, Peroni Libera 0.0% will be rolled out across the on and off trade.
Peroni Nastro Azzurro continues to be the most valuable premium and super-premium beer in the on-trade, with a 52% value share of the wider super-premium beer category. In the on-trade, Peroni Nastro Azzurro has driven value growth ahead of the category with an even stronger performance in the off-trade. As it strives to offer more choice to consumers within the beer category, Peroni has proven a successful track record of successful innovations. In 2016, the portfolio expanded to include Peroni Nastro Azzurro Gluten-Free, which also continues to lead the market as the ‘free-from’ favourite with 51% market share of the sub-category. Now entering the ever-growing no- and low-alcohol beer category, Peroni Libera 0.0% is set to generate additional value by bringing style to the world of alcohol-free beer without compromise on the taste.
With the sub-sector expected to see further growth, a recent study showed that nearly 30% of 16-24 year olds do not drink at all, whilst 45% of 25-34 year olds are more regularly opting for no- or low-alcohol drinks than a few years ago. Peroni Nastro Azzurro recognise that whilst many will opt for abstinence from alcohol as they partake in Dry January, there is a wider trend, year-round, for light to moderate drinking as part of a balanced lifestyle. Peroni Libera, meaning ‘free’ in Italian, empowers loyal Peroni Nastro Azzurro consumers and beyond, to live a life fulfilled, with the freedom and choice within their busy lifestyles, to opt for a 0%.
Using years of expertise and skill, Peroni Libera 0.0% has been brewed with specifically cultivated ingredients and the extraordinary Peroni craftsmanship, passion and flair. A “special decoction” process has been used as well as a customized fermentation process allowing the liquid to attain a fast ending 0.0% alcohol beer. Peroni Libera 0.0% is triple hopped and has been brewed with the same signature Nostrano dell’Isola Maize that makes Peroni Nastro Azzurro so unique.
Simone Caporale, Peroni Nastro Azzurro’s world-renowned resident Master of Mixology said, ’We’ve seen a change in consumers drinking habits in the industry, with the rise of mindfulness and wellbeing people are more regularly considering low- and no-alcohol drinks alternatives and currently there isn’t a premium, great tasting beer out there for them to enjoy. Peroni Libera 0.0% is the perfect alcohol-free beer option for the lower-tempo occasions - a mid-week night out with friends, or during those working lunch occasions. Peroni Libera 0.0% delivers a crisp taste, a fine bitterness and a fast and clean finish, with a well-defined taste of beer, meaning those looking for an alternative to alcohol no longer have to compromise on quality or taste. Salute!”
Peroni Nastro Azzurro also recently launched its first brand renovation in more than a decade. The renovation saw the launch of a new logo and an innovative bottle design and glassware – re-affirming the brand’s position as a global Italian style icon. Its iconic bottle and glassware have led the way in the industry to challenge category convention, injecting Italian style and craftsmanship into the UK landscape. The launch of Peroni Libera 0.0% will also take on the stylish new modern day bottle design; cementing the brand’s super-premium position from the outset in the alcohol-free category.
Enjoy the taste of Peroni Libera 0.0% in January 2019. Available exclusively at Tesco stores nationwide, priced at £5.00 for 4x 330ml bottle.