Zero alcohol, 100% Dolce Vita: Peroni Nastro Azzurro has arrived in two new flavors

By: Trademagazin Date: 2026. 03. 30. 11:32

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A significant proportion of young adults and twenty-somethings have a completely different attitude towards alcohol than their elders, and this trend is also supported by research: members of Generation Z consume twenty percent less alcohol than members of Generation Y born between 1981 and 1996 at their age – according to Berenberg research. Self-conscious and health-conscious young people are particularly selective about where and how they spend their free time, so they are happy to opt for exclusive drinks. Peroni Nastro Azzurro’s (PNA) new non-alcoholic lemon and blood orange products offer an exciting alternative for everyone: this summer’s essential refreshments are now making their debut.

The highest abstinence rates are among members of Generation Z born between 1997 and 2009. According to measurements, this is mainly noticeable in the North American market and Japan, but according to experts, the trend is increasingly common in Europe as well. Feedback indicates that we are in the midst of a dynamically changing process, as two-thirds of Generation Z young people surveyed in the NCSolutions Analysis consumer sentiment survey[2] – who sometimes drink alcohol – said they would like to further reduce their current alcohol consumption in the future. Why? Some of those surveyed would like to prioritize their physical and mental health.

However, the love of life, the dolce vita attitude, is not far from them, and it is clearly evident that good ingredients and high quality are important to today’s young people – and the market is trying to adapt to their needs.

Peroni Nastro Azzurro aims to offer a quality, exciting alternative to those who do not want to drink alcohol, so in addition to the non-alcoholic version introduced in 2022, the iconic Italian brand’s first fruity products, which are mixtures of non-alcoholic lager beer and fruit juice, will be available in Hungary from March this year.

One of the newly debuted flavors is the lemon version of Peroni Nastro Azzurro (Limone di Sicilia), which is made with Sicilian lemon juice, famous for its authentic, vibrant aroma and sun-kissed taste. The essence of lemons ripening in the Mediterranean sun can be felt in every sip, complementing the crisp, malty flavor of the lager. The other new flavor is Peroni Nastro Azzurro Arancia Rossa, which is made with orange juice from Italy. The natural sweetness and soft bitterness of blood oranges harmoniously combine, so every sip provides a refreshing taste experience. Seven master brewers from Birra Peroni and Asahi Europe & International have collaborated to create the new flavoured range of Peroni Nastro Azzurro 0.0%. The two new flavours bring the PNA 0.0% range to four, in addition to the 330ml bottle and 500ml can lager beers.

The usual Peroni quality remains unchanged: thanks to the “de-alcoholisation” process, Peroni uses the same ingredients and original recipe as the alcoholic product, including bottom-fermenting lager yeast. The alcohol is only carefully removed once the characteristic flavours have fully developed. This achieves the same taste experience as the parent brand: a crisp and sublime Italian flavour with 0.0% alcohol content.

“According to the data of the Hungarian Breweries Association, the share of flavored non-alcoholic beverages in the beer category has shown an increasing trend in recent years. And we need to respond to the changed market demands. It is particularly pleasing that young customers are becoming more aware and generally consume alcohol in moderation, on social occasions. In the spirit of Italian elegance, we are opening a new chapter in the flavored non-alcoholic beer market in Hungary. We want to appeal to the target audience that chooses demanding, high-quality products with our products”

– said Fruzsina Négyesi, international brand manager of Dreher Breweries.