Asahi has announced a multi-year partnership between its premium alcohol-free beer brand, Peroni Libera 0.0%, and the Aston Martin Cognizant Formula One Team.
The new partnership celebrates the global launch of Peroni Libera 0.0% and comes as the Aston Martin Cognizant Formula One team prepares to make its return to Formula One after more than 60 years.
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Peroni Libera 0.0% will be served at events across the global Formula One calendar, including in the Aston Martin Cognizant Formula One Team motorhome at most Grands Prix, and across a number of city centre activations aimed at engaging new and current consumers.
The partnership plays a key role in Asahi Europe & International’s ambitions to have 20% of its range made up of non-alcoholic products by 2030.
The Peroni Libera 0.0% logo will also be placed on the team’s 2021 challenger car livery and team kits during the season, which is set to be revealed on 3 March 2021.
A number of campaigns will also follow, with the first featuring the team’s drivers Sebastian Vettel and Lance Stroll revealing what inspires them to excel in their careers.
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Richard Ingram, global brands director at Asahi Europe & International, said: “This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol-free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One.
“As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking a non-alcoholic option as part of their balanced lifestyle. We look forward to telling that story to the world throughout the 2021 Formula One season and for many years to come.”
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