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Italian beer brand Peroni has brought a new great taste to Canadians with the launch of Peroni Nastro Azzurro its first alcohol-free beer. Drinking habits, especially amongst millennials, are constantly evolving and people are frequently opting for a more holistically healthy and mindful lifestyle. A recent study showed that nearly 30% of 16-24 year olds do not drink at all, whilst 45% of 25-34 year olds are more regularly opting for no- or low-alcohol drinks than a few years ago.
In recent years alcohol consumption has seen a downward trend, much in part to consumers being more mindful about consumption habits and their overall healthy and well-being. Peroni Libera 0.0% bridges this gap by offering the familiar taste of Peroni Nastro Azzurro without sacrificing taste or style – helping to elevate everyday experiences while contributing to a more balanced lifestyle.
“We’ve seen major growth throughout this category as more and more Canadians are reaching for more non-alcoholic options with their healthy lifestyle in mind.” says Katie Wright, Head of Marketing, Asahi Canada. “Not only does it provide a healthier choice, but it provides more opportunities for people to enjoy elevating experiences in their day-to-day lives”.
The launch of Peroni Libera kicks off the LCBO’s hero program highlighting products with less alcohol, but all the flavour. Peroni’s new offering launches following the start of the new year, consumer new year’s resolutions and coming off the hinds of Dry January, where many Canadians made the shift to more conscious lifestyle choices and continue to do so. Pomp & Circumstance also organized a launch event with media and influencers.
Agency Behind the Peroni Nastro Azzurro launch Campaign:
- Pomp & Circumstance [TCO]