Peroni Beer Sponsors Formula 1 Racing in US

Peroni Nastro Azzurro is the fast-growing Italian import lager in the US, and its gearing up for a busy 2023 with the launch of a new non-alcoholic beer, Peroni 0.0, and a new American sponsorship of Formula 1 racing.

While Peroni aims to bring a taste of the Mediterranean to drinkers in the form of beer, it’s also helping import one of the continent’s most popular sports stateside with a new Formula 1 racing sponsorship in the US.

F1 is one of the fastest-growing sports in the US, with more than 27 million fans, growing nearly 60% since 2021, according to Nielsen. Peroni 0.0 will extend its global sponsorship of the Aston Martin Formula 1 team to the US, and allow the brand to show up at three major races next year, in Austin, Miami and on the Las Vegas strip.

“We’re always finding ways to bring Italian flair into drinkers’ lives,” Joy Ghosh, vice president of marketing for above premium brands, told Beer & Beyond.

(Courtesy Molson Coors)

Building upon its rich Italian heritage Peroni has also committed to the fast-growing non-alcoholic beer segment with the introduction of Peroni 0.0 in select regions in early 2023.

Peroni Nastro Azzurro is a premium pilsner beer from the brewery, Peroni di Roma, in Rome, Italy that is brewed using the original recipe since 1963. And “Peroni 0.0 has been formulated to get as close to the classic Peroni taste as possible,” said Ghosh.

The beer brand, which is now owned by Molson Coors, has been on a roll in recent years, with its sales growing by 88% since 2018, according to IRI, far outpacing its two main competitors in the US market, Stella Artois and Heineken.

“While some of our competitors are produced in the United States, Peroni has stayed true to its Italian roots and continues to be brewed exclusively in its home country,” added Cara Lauritzen, senior marketing manager for Peroni. “It’s grown significantly in the last few years, and we’re excited to continue driving that momentum.”

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