Peroni Nastro Azzurro 0.0% has announced a multi-year global partnership with the Ferrari Formula 1 team and also the Ferrari Challenge Trofeo Pirelli series.
The premium Italian beer brand had been partnered Aston Martin since 2021 and takes the vacated spot amongst Ferrari’s sponsors left by Estrella Galicia 0.0 this year.
Estrella Galicia had moved across to Ferrari upon Carlos Sainz’s move to the team in 2021, but the Spanish beer brand has returned to partner with McLaren from 2024.
Ferrari had already revealed last January that it had struck a multi-year agreement with Asahi Europe and International Ltd to replace Estrella Galicia”s presence.
It has now been confirmed that the illustrious Italian marque will run branding related to the parent company’s non-alcoholic Peroni products with immediate effect.
To celebrate the new partnership, 2,024 limited edition Tifosi Nastro Azzurro 0.0% bespoke bottles have been produced that “embrace the visual identities of both brands”.
With the support of Scuderia Ferrari Clubs, these will be delivered to fans of the team across Australia, Italy, Ireland, Canada, Singapore, Romania, the UK and the USA.
“We are incredibly proud to launch our new global partnership with Ferrari today,” said Paolo Lanzarotti, Chief Executive Officer at Asahi Europe & International.
“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.”
Peroni Nastro Azzurro 0.0% branding will feature on both the SF-24 car livery and driver overalls in 2024, with Ferrari to collaborate with the brand on social media content.
Ferrari Team Principal Frederic Vasseur added: “We are very pleased to announce the partnership between Scuderia Ferrari and Peroni Nastro Azzurro 0.0%.
“Having both brands visible in the blue riband category of motorsport contributes to ensuring strong visibility for Italy 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.
“I’m looking forward to our collaboration with Peroni Nastro Azzurro 0.0%, which I’m sure will prove to be a great success for both parties.”
The two brand’s partnership in the space of digital media is encapsulated in the special launch film for the Tifosi Nastro Azzurro 0.0%, titled ‘The Brake In’.
The short video features Vasseur, Carlos Sainz and Charles Leclerc at the Birra Peroni brewery and celebrates the launch of the limited edition Tifosi bottle.
Meanwhile, Peroni Nastro Azzurro 0.0% will also partner with the Ferrari Challenge Trofeo Pirelli series, a single-marque championship which has existed since 1993.
Ferrari’s partnership with Peroni will contribute to Asahi Europe & International’s desire to have “20% share of their portfolio comprised of alcohol-free products by 2030”.
Discussion about this post