Dry January may be over, but things are just getting started for Peroni Nastro Azzurro 0.0%, the new non-alcohol beer that’s hitting shelves in the U.S. today.
The non-alc offshoot of Peroni Nastro Azzurro, the fast-growing Italian import lager, arrives as a growing number of U.S. drinkers are seeking out low- or no-alcohol options. In fact, the non-alc segment grew volume nearly 8% and dollar sales more than 17% in 2022 versus 2021, according to IRI data.
As non-alc beers are becoming more mainstream, they’re also embracing the importance of taste, shedding their reputation as a bland beer alternative, and Peroni aims to bring the full experience to drinkers looking for moderation amid a night out.
Peroni 0.0% was brewed with “an innovative dealcoholization process to deliver the superior taste that customers expect from Peroni Nastro Azzurro,” says Cara Lauritzen, senior marketing manager for Peroni. “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%.”
“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 already, according to sales data compiled for Molson Coors. It represents part of a broader shift in consumer preference towards non-alcohol beverages.
Nielsen found the demand for non-alc beer, wine and spirits grew more than 20% from 2021 to 2022, with NA beer accounting for more than 85% of sales. The study also found the vast majority of consumers aren’t swearing off alcohol completely, but are adding non-alc beverages into their mix.
That’s evident in Molson Coors’ growing global portfolio of low- and non-alc products, including Roxie, a new line of non-alc mixed cocktails, Staropramen 0.0, which is hitting shelves in Europe and the U.K. now.
To support the launch in the U.S., where Peroni 0.0% will be available in over 20 markets, the brand is bringing the existing global strategic partnership with the Aston Martin Aramco Cognizant Formula 1™ Team stateside with branded support around the Miami, Las Vegas and Austin, Texas races. The racing league, whose European pedigree is legendary, is one of the fastest-growing sports in the U.S. With more than 27 million fans, it’s grown nearly 60% since 2021, according to Nielsen.
The Peroni 0.0% launch will be supported with a new campaign that celebrates “la dolce vita” in social and digital, out-of-home advertising and also at retail, with a sampling campaign to ensure drinkers are able to try the product.
“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 says. “We’re proud to bring them an option that delivers on both.”