Source: Asahi UK

The beer will replace Peroni’s existing non-alcoholic beer, Libera

Peroni has created a new alcohol-free version of its beer it claims is virtually indistinguishable from the core lager.

The beer, called Peroni Nastro Azzurro 0.0%, will replace Peroni’s existing non-alcoholic beer on the market, Peroni Libera, which rolled out in 2018.

Libera was made with a slow-fermenting yeast that didn’t produce alcohol, while Peroni 0.0% is brewed to the brand’s existing recipe and then dealcoholised with new kit installed at the brand’s base in Rome.

It was “matched almost exactly – 90% of consumers said they couldn’t tell the difference”, said Sam Rhodes, marketing director at Peroni owner Asahi UK, adding it had been brewed “exactly the same way, with the same characteristics, same profile, same taste”.

Peroni Libera racked up retail value sales of £4.7m since launch, and was the UK’s fifth biggest non-alcoholic beer brand, having grown 1.4% over the 52 weeks to 29 January 2022 [NielsenIQ].

“Consumers really want the ability to have more choice in their moderation, but they do not want to compromise on taste,” said Rhodes.

The new brew went into Tesco and Booths on 1 April, to be followed by Waitrose from 6 April. It will hit shelves in 330ml cans and bottles in six, 10 and 12-packs.

The launch would be backed by a “really robust through the line campaign” said Rhodes, including a TV push debuting on 14 April.

The brand’s partnership with the Aston Martin Formula 1 team will also change to spotlight the new drink.