• by Teresa Buyikian , July 15, 2024

Since the NOLO beverage category (0.0% or low alcohol) has taken off like a Ferrari in the Monaco Grand Prix, it’s a perfect fit to have an actual professional race car driver as an international spokesperson for Peroni's new 0.0% beer campaign.

Scuderia Ferrari HP driver and lifestyle influencer Charles Leclerc has been tapped for a multiyear partnership by Peroni Nastro Azzurro 0.0%, as its first global ambassador for the launch of  the ‘0.0% to 100%’ advertising campaign, "Live every moment."

The multichannel effort stars Leclerc, with each execution depicting the “Italian way of living, a lifestyle which translates globally, and is synonymous with embracing every moment with zest and passion like the Italians do,” per the brand.

A hero video sees Leclerc reenacting his now famous post-winning dive after his Monaco 2024 Grand Prix win. The shirtless racing champ, shown diving into Lake Como, then rewards himself from a bucket of Peroni Nastro Azzurro 0.0%.

"As a beloved driver for Scuderia Ferrari HP and a cultural symbol of effortless style, Charles is a destined partner for Peroni Nastro Azzurro 0.0%,” said Paolo Lanzarotti, CEO at Asahi Europe & International, Peroni’s parent company, in a release.

Episodic content will be released throughout the Summer via @peroninastroazzurro, all set in Lake Como, and amplified through activations such as signed gifts for fans and beer lovers around the world.” An example is Leclerc’s  “List to Living the 0.0% to 100% lifestyle” off the track, which will be released throughout the season.

The new push toward zero-alcohol offerings from established alcohol brands is only gaining speed. Asahi Europe & International reported in the release it intends to have “20% of its portfolio comprised of alcohol-free products by 2030.”