Peroni Nastro Azzurro 0.0% bringing Formula One™ experience direct to the fans with with 'Il Pitstop' in European tour
Author: Communications Team
Date: 13 06 2022 09:00
- Peroni Nastro Azzurro 0.0% partners of the Aston Martin Aramco Cognizant Formula One™ Team are set to bring fans the passion from inside the garage to city centres across Europe via a new multi-sensory experience called, ‘IL PITSTOP’
- The multi-sensory experience will immerse fans in the sights, sounds and smells of the Aston Martin Aramco Cognizant Formula One™ Team garage, whilst providing a unique and elevated opportunity to trial the crisp and refreshing Italian taste of Peroni Nastro Azzurro 0.0%
- ‘IL PITSTOP’ will visit 11 European cities including, London, Milan, Amsterdam and Budapest.
With less than 20% of Formula One™ fans having been to a race in the last five years, super premium Italian beer brand Peroni Nastro Azzurro 0.0% are bringing fans from across Europe the opportunity to feel the passion from inside the Aston Martin Aramco Cognizant Formula One™ Team garage via a new multi-sensory experience called ‘IL PITSTOP’.
The custom designed mobile, multi-sensory experience will travel across 11 European cities including London, Budapest, Amsterdam and Milan for their British, Hungarian, Dutch and Monza Grand Prix, as well as other key cities including Belfast, Manchester, Birmingham, Sopot, Gothenburg, Berlin and Bucharest.
Guests will have the opportunity to view the Aston Martin Aramco Cognizant Formula One™ Team car up close, and in person whilst also partaking in a pit stop challenge. Guests will also feel transported to the garage with a unique soundscape experience offering them the noise of the AMR22 being drafted into Il Pitstop. Samples of the new Peroni Nastro Azzurro 0.0%, offering the same crisp and refreshing Italian taste experience as Peroni Nastro Azzurro but with 0.0% alcohol will be available to sample.
Richard Ingram, Global Brands Director at Asahi Europe & International said: “Only a select few people will ever experience the true passion of a Formula One garage, but with IL PITSTOP, Peroni Nastro Azzurro 0.0% are inviting fans from across Europe to experience access all areas within a Formula One team. This multi-sensory experience will immerse fans in the sights, sounds and smells of the Aston Martin Aramco Cognizant Formula One™ Team garage, whilst providing a unique and elevated opportunity to trial the crisp and refreshing Italian taste of Peroni Nastro Azzurro 0.0%.”
Sebastian Vettel, Aston Martin Aramco Cognizant Formula One™ Team racing driver said: “It’s really important to encourage open conversations about moderation and the positive impact it can have on wellbeing, both physically and mentally. Peroni Nastro Azzurro 0.0% tastes great and Il Pitstop will be the perfect opportunity for fans to engage in the sport I love whilst enjoying a non-alcoholic beer.”
The IL PITSTOP TOUR SCHEDULE:
- Thursday 16 – Sunday 19 June – Belfast
- Friday 24 – Saturday 25 June – Manchester
- Monday 27 – Tuesday 28 June – Birmingham
- Thursday 30 June – Sunday 3 July – London
- Tuesday 26– Sunday 31 July – Budapest
- Wednesday 3– Sunday 7 August – Sopot
- Thursday 11 – Saturday 13 August – Gothenburg
- Thursday 18 – Monday 22 August – Berlin
- Friday 26 August – Sunday 4 September – Amsterdam
- Wednesday 7– Monday 12 September – Milan
- Saturday 17– Sunday 25 September – Bucharest
ENDS
Notes to editors:
• Guests attending IL PITSTOP will need to be 18+ years old
• The event will be fully recyclable with paper cups or reusable plastic cups available for guests
For further information on Peroni Nastro Azzurro 0.0% partnership with Aston Martin Aramco Cognizant Formula One team, please contact:
• James Robinson at CSM – jame.robinson@csm.com +447384 907458
About Peroni Nastro Azzurro
Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion and flair. Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. The No 1 Premium Italian Beer Brand Globally, Peroni Nastro Azzurro is gently brewed for an effervescent, refreshing, and crisp taste that’s full of life.
About Asahi Europe & International
Asahi Europe & International is the international branch of Asahi Group Holdings, a global beverage and food company listed on the Tokyo Stock Exchange, Japan. It is the outcome of years of acquisitions, which allowed Asahi Group Holdings, a traditional Japanese producer of beer, whiskey, and wide range of food products, to establish and strengthen its business in Europe and around the globe. As of 2020, the business is established under the Asahi Europe and International organization headquartered in Prague, Czech Republic. Building on centuries of European brewing heritage, the business runs 19 production facilities in 8 countries across Europe, and is the custodian of some of the best beer brands in the world, including Asahi Super Dry, Pilsner Urquell, Peroni Nastro Azzurro, Grolsch and Kozel. Within the Asahi Group, the remit of Asahi Europe and International is also to develop and manage all export markets globally, outside of Japan and Oceania. Covering 90 markets and with over 10,000 passionate colleagues on board, the business is well positioned to inspire people around the world to drink better.