Peroni 0.0% is off to a hot start in 2024 and bringing Italian flair to the Miami Grand Prix with Scuderia Ferrari

✓ Peroni 0.0% is increasing share and distribution in 2024
✓ It's partnering with Scuderia Ferrari, the most successful team in Formula 1® history
✓ The brand has multiple events planned for the Miami Grand Prix 

Peroni Nastro Azzurro 0.0%, the alcohol-free Italian brew, promised back in January that it had a busy 2024 planned.  

Now comes the payoff.   

“We have momentum and are increasing distribution and velocity,” says Cara Lauritzen, senior marketing manager for Peroni. The brand increased dollar share of non-alc beer by nearly three quarters of a share point, according to Circana data for the 13 weeks ending April 21 compared to the previous year.

The growth of Peroni 0.0%, along with the launch of Blue Moon Non-Alc, have contributed to Molson Coors growing its total NA beer volume by more than 50% in the U.S. over the last 52 weeks through March. 

Lauritzen credits Peroni 0.0%’s growth to the support from brand ambassadors, distributors and, most importantly, consumers.  

“We can’t wait for legal drinking-age consumers to try Peroni 0.0%,” she says. “The taste closely mirrors what people expect from the original Peroni, and it really elevates any occasion.” 

Now Peroni 0.0% is charging into the busy summer selling season with its biggest activations yet including partnerships with M.Gemi, the Italian shoemaker, and Draft Kings. And, of course, its partnership with Scuderia Ferrari, the most successful team in Formula 1® history. The circuit’s first domestic race of the year takes place this weekend in Miami.  

“We're showing up with style and flair for the Miami Grand Prix,” says Lauritzen. 

From Italy to Miami  

Peroni 0.0% is showing up big in Miami, including a series of VIP events for content creators and influencers. But the brand and Scuderia Ferrari will also make a dramatic appearance with a free event May 4, where fans age 21+ can get their picture taken with a replica Scuderia Ferrari F1 car, stationed on a yacht, and sample Peroni 0.0%.  

It also has a new digital ad to celebrate the partnership with Scuderia Ferrari and the passion of their fans, known as the Tifosi. The video showcases the fans as they cheer on the team with a Peroni 0.0% in hand.  

M.Gemi partnership 

Peroni 0.0% partnered with M.Gemi, the modern Italian shoemaker, to design two sets of Peroni suede driver loafers. Lauritzen says that the partnership furthers the brand’s premium Italian connections.  

“M.Gemi is another iconic, high-quality Italian brand, and these designs are inspired by the adrenaline-fueled world of racing,” she says.  

Based on M.Gemi’s best-selling suede driver loafer, The Felize, the women’s and men’s shoes are available in either bright “Peroni Red” or “Peroni Blue.” The shoe also features Peroni's bespoke checkered race flag design on the insole and a signature Peroni tag.  

The limited-edition shoes are available on M.Gemi’s website for $228, while supplies last.  

Teaming up with Draft Kings 

Peroni 0.0% is also teaming up with Draft Kings, the fantasy sports and online betting company. The two have created the “0.0 to 200 Race Day Challenge,” a name that nods to the amount of alcohol in Peroni 0.0% and the 200 miles-per-hour that Formula 1 cars often exceed.   

Racing fans can pick their winning driver line-ups for a chance to win $15,000 in prizes. The contests are only for the domestic Formula 1 races in Miami, Austin and Las Vegas. Legal-age adults can click here to learn more. 

After Miami, Peroni 0.0% will look forward to the next domestic races in Austin (October 18-20) and Las Vegas (November 21-23). But for now, the brand is focused on making a dramatic appearance in Miami. 

“We’re so excited to officially welcome the Peroni 0.0% and Scuderia Ferrari partnership to the U.S.” says Lauritzen. “It’s going to be a busy weekend, but we’re going to do it the Italian way – with style.”