Peroni Nastro Azzurro 0.0% and Ferrari announce global partnership

Peroni Nastro Azzurro 0.0% and Ferrari announce global partnership

by Ollie Cox
3 min

Peroni Nastro Azzurro 0.0% has announced a global partnership with Ferrari, marking the start of a new racing chapter for both brands. 

The two Italian icons will enter into a sponsorship journey that will see Peroni Nastro Azzurro 0.0% sponsor the Ferrari Challenge Trofeo Pirelli series, one of the most renowned single-marque racing championships. The event has brought together dream cars with esteemed drivers for more than 30 years. 

To celebrate the news, Peroni Nastro Azzurro 0.0% has unveiled a limited-edition product run of Tifosi Nasturo Azzuro 0.0%, which serves as a love letter to the Scuderia Ferrari fans. To honour the year of the partnership 2,024 bottles have been produced, with each one being numbered. The limited edition brew will be available in Italy, the United Kingdom, Ireland, the USA, Canada, Singapore, Romania and Australia. 

Paolo Lanzarotti, Chief Executive Officer at Asahi Europe and International, sees the collaboration as a way for both brands to connect with fans. “Through this partnership, we intend to elevate every moment for the fans who make this sport so special and who embody the very passion and flair so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari. Launching with our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are beginning this partnership exactly as we mean to go on – a celebration of and collaboration with the fans.” 

Alongside the limited edition bottles that mark the release, fans have also been treated to some acting action from the Scuderia Ferrari team members. A collaborative film starring team drivers Charles Leclerc and Carlos Sainz shows the two protagonists stealthily entering the brewery under the direction of Team Principal Frédéric Vasseur. The dynamic duo make their way to the production line, where they are spotted applying “Tifosi Nastro Azzurro 0.0%” labels to the bottles. The Italian job is completed when the duo tear away with the bottles secured in the back of a van. 

Vasseur sees the partnership as a way to further Italy’s positioning on the world stage: “Our two great companies have many values in common, such as an eye for detail and style, as well as an ability to combine tradition and innovation in our respective fields.” 

Not only does the collaboration offer more alcohol-free options in response to increased consumer demand, but it also reflects Formula 1’s cultural impact across fashion and popular culture. 

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