Peroni signed a sponsorship contract with Ferrari

By: Trademagazin Date: 2024. 01. 30. 11:57

Peroni Nastro Azzurro and Scuderia Ferrari have announced a long-term global partnership. The medium-term goal of Asahi Europe & International, Peroni’s parent company, is to have a fifth of its portfolio made up of alcohol-free products by 2030.

The non-alcoholic super premium Italian beer brand Peroni Nastro Azzurro 0.0% will now be the official partner of Scuderia Ferrari. The collaboration includes not only the Ferrari Formula–1 team, but also the Ferrari Challenge Trofeo Pirelli, which has been operating since 1993, and features both professional and amateur drivers.

As part of the collaboration, Scuderia Ferrari drivers Charles Leclerc and Carlos Sainz filmed a short film called Transmission: Impossible. In the film, the two Formula 1 pilots visit the Birra Peroni factory in Rome and, facing unique challenges, exchange limited edition Tifosi Nastro Azzurro 0.0% beers with Peroni Nastro Azzurro 0.0% beer labels.

Among Asahi Europe & International’s ambitious plans is to make 20 percent of their portfolio non-alcoholic by 2030. The logo of the Peroni brand also appears on Scuderia Ferrari cars and on the drivers’ racing clothing, strengthening the close relationship between the two brands.