Asahi has joined its brewing rival Heineken in Formula One through a tie-up with the Ferrari racing team for the Peroni Nastro Azzurro beer brand.
The arrangement, which will be fronted by the 0.0% extension of the Italian beer, has been put together by Asahi’s Europe & International division and will run for a “multi-year” period. Financial details about the sponsorship were also not disclosed.
Debuting in 2022 and now available in around 30 markets, Peroni Nastro Azzurro 0.0% will feature on Ferrari’s cars and driver uniforms, backed by jointly-branded social media content. Announced alongside the partnership is a limited-edition pack for the alcohol-free beer: 2,024 numbered bottles of Tifosi Nastro Azzurro 0.0% will go on sale this week in Australia, Canada, Italy, Ireland, Romania, Singapore, the UK and the US.
Heineken has been one of Formula One’s headline sponsors since 2016, extending the partnership by a further five years in May. Last year’s race in Las Vegas carried the full title the ‘Formula One Heineken Silver Las Vegas Grand Prix’. Joining the two brewers on the starting grid is Bacardi, which last year became Oracle Red Bull Racing’s ‘official global spirits partner’.
