Aston Martin and Peroni Libera 0.0%, the Super Premium alcohol-free beer brand, announce today a long-term, multi-year partnership with the Aston Martin Cognizant Formula One™️ Team.
The non alcoholic beer will take centre stage in the partnership and will be served at events across the Formula 1 Calendar and will also be served in the Aston Martin Cgnizant F1 Team's motorhome at most of the Grand Prix's.
This partnership plays a key role in the Future of Asahi Europe & International, The parent company of Peroni, to have 20% Share of their products to be non alcoholic 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. Its superior taste is delivered through a unique recipe with signature Italian Nostrano dell’Isola Maize, produced and bottled in Italy." said the F1 Team.
The Peroni Libera 0.0% logo will take pride of place on the Aston Martin Cognizant Formula One™️ Team’s 2021 car livery and team kits during the season, which will be revealed to the world on Wednesday 3 March 2021.
The brand will also be in collaboration with the F1 team to create and bring more content to Fans in the aim to bringing them closer to the action.
The first film will be released today and will feature Aston Martin Cognizant F1 team drivers revealing their "Inner Passion and Flair and what inspires them to excel in 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.”
About Peroni Libera 0.0%
Asahi Europe & International -owned Italian brand Peroni Nastro Azzurro launched its first non-alcoholic beer Peroni Libera 0.0% in 2019. Triple hopped and made with Nostrano Peroni Maize to produce its distinctive rich fruity aroma, Peroni Libera 0.0% offers distinct notes of citrus and powerful hoppy bitterness, resulting in a crisp and refreshing finish. Peroni Libera 0.0% offers the same fresh taste experience as Peroni Nastro Azzurro and has been crafted with authentic Italian skill, passion, and flair.
About Aston Martin Cognizant Formula One™ Team
After more than 60 years away from Formula One™️, Aston Martin returns to Grand Prix racing in 2021. With one of the most iconic emblems in the world above the garages and a team of almost 500 passionate men and women at its heart, this is a team with both a rich heritage and a fresh perspective – bringing new energy to the sport with a determination to shake up the order and compete at the sharp end. Our mission is to use the global platform of motorsport to engage a new wave of fans – showcasing the technology and innovation which live at our core while representing the values that resonate with the changing world in which we live. The new age of Aston Martin Cognizant Formula One™ Team begins here.
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.
About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.