Today, super premium Italian beer brand Peroni Nastro Azzurro 0.0%, from Asahi Europe & International, launches a new full-year campaign, "The Italian Way", to celebrate the treasured traits of Italian culture, passion and style.
To launch the campaign Peroni Nastro Azzurro 0.0% debuts "The Welcome Present", an entertaining spot starring Scuderia Ferrari HP racing drivers, Charles Leclerc and Lewis Hamilton.
Paying homage to Lewis Hamilton and Charles Leclerc’s driver numbers, #44 and #16, Peroni Nastro Azzurro 0.0% has announced a global search for 60 of the world’s most passionate fans, to be inducted into The Italian Way.
As Scuderia Ferrari is the only team to have competed in every season since the Formula 1 world championship began, seventy-five years ago, Peroni Nastro Azzurro 0.0% tasks fans, to channel the traditional ways of fandom by sending "Posta dei Tifosi" (fan mail) to welcome Lewis Hamilton and Charles Leclerc to the 2025 season.
Applauding the innate passion of both Italians and Ferrari fans, the Tifosi, 60 of the most inspiring messages will be selected by Peroni Nastro Azzurro 0.0%, with the authors receiving one of sixty money-can’t-buy Welcome Presents. The winners will be announced by Charles Leclerc and Lewis Hamilton. Each Welcome Present will include Scuderia Ferrari HP merchandise and Peroni Nastro Azzurro 0.0% product, to enjoy racing weekends in style.
The Welcome Presents will be available to those in Italy, United Kingdom, USA, Canada, Germany, and Romania. Winners will be announced on the @PeroniNastroAzzurro Instagram channel during the Imola race weekend, 16-18 May 2025.
Fans from around the world are asked to direct message @PeroniNastroAzzurro with their welcome notes, age and location. Terms and conditions can be found via the link on the @PeroniNastroAzzurro Instagram bio.
"We are incredibly proud to launch The Italian Way campaign, a true celebration of our brand identity and culture," said Nathalie Pfaff Seigle, Chief Growth Officer at Asahi Europe & International. "Through the campaign, we intend to elevate every racing moment for fans, embodying the very passion and style so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.”
Continuing the motorsport sponsorship journey, Peroni Nastro Azzurro 0.0% will again partner with the Ferrari Challenge Trofeo Pirelli series. Ferrari Challenge Trofeo Pirelli is the most renowned single-marque championship, bringing together amateur and professional drivers on some of the world’s most picturesque tracks for over 30 years. Peroni Nastro Azzurro 0.0% will also be visible at Ferrari Challenge Trofeo Pirelli events across branding touchpoints.
The partnership plays a key role in the ambitions of Peroni Nastro Azzurro 0.0% brand’s parent company, Asahi Europe & International, to have 20 per cent share of their portfolio comprised of alcohol-free products by 2030 and is perfectly positioned to support the increased consumer demand for alcohol-free beverages.
