Asahi has capitalised on its recently-announced Ferrari Formula One sponsorship deal, signing up one of its drivers as the first brand ambassador for Peroni Nastro Azzurro 0.0%.
Charles Leclerc will appear in the Italian beer extension’s ‘0.0% to 100%’ social media campaign, which launches this summer. The activation will feature content filmed at Lake Como, Italy, and will include personalised experiences of the driver’s off-the-track life.
Leclerc, who has won six Formula One Grand Prix to date, has also created a list of his recommendations for living life to the fullest, from everyday moments to must-do experiences in Italy and around the world. The list will be revealed on Peroni Nastro Azzurro’s Instagram channel (@peroninastroazzuro) throughout the coming weeks.
The F1 tie-up aligns with Peroni parent company Asahi Europe & International’s target of having 20% of its portfolio alcohol-free by 2030.
In May this year, Asahi acquired the Adelaide-based craft distiller Never Never Distilling Co for an undisclosed fee. Founded in 2016, Never Never, best known for its eponymous gin brand, now sits alongside the Mist Wood brand in Asahi’s gin portfolio.
