Peroni Libera Backs Aston Martin F-1 Squad

Peroni Libera
Peroni Libera 0.0% will support Aston Martin's return to Formula One this season.

SILVERSTONE, U.K. – Alcohol-free beer brand Peroni Libera 0.0% has announced a long-term, multi-year partnership with the Aston Martin Cognizant Formula One Team.

The new partnership celebrates the global launch of Peroni Libera 0.0% as an alcohol-free beer choice and comes as the Aston Martin Cognizant Formula One team prepares to make its highly anticipated return to Formula One after more than 60 years.

Peroni Libera 0.0% will take center stage of the partnership, bringing the alcohol-free product to a global audience. Peroni Libera 0.0% will be served at prestigious events across the Formula One calendar, including in the Aston Martin Cognizant Formula One Team motorhome at most events and across a number of city center activations aimed at engaging new and current consumers.

The partnership plays a key role in the ambitions of the Peroni brand’s parent company, Asahi Europe & International, to have a 20 percent share of their portfolio dedicated to non-alcoholic products by 2030.

Peroni Libera 0.0% is crafted with Italian passion and flair, as well as with 0.0% alcohol content. Its taste is delivered through a unique recipe with signature Italian Nostrano dell’Isola Maize, produced and bottled in Italy.

The Peroni Libera 0.0% logo will take pride of place on the Aston Martin Cognizant Formula One Team’s livery and team kits, which will be revealed to the world on March 3.

The partnership is in line with Asahi Europe & International’s responsible drinking ambitions and is positioned to support the increased consumer demand for non-alcoholic beverages.

The brand will also partner with the Aston Martin Cognizant Formula One Team to create a content campaign during the season aimed at opening the doors on both the team and the sport, engaging Formula One fans and lifestyle audiences, and bringing them closer than ever before to the most elevated moments in Formula One.

The first film, released Thursday, features Aston Martin Cognizant Formula One Team drivers Sebastian Vettel and Lance Stroll revealing what inspires each of them to excel at the top level of motorsport.

“We are thrilled to welcome Peroni Libera 0.0% to the Aston Martin Cognizant Formula One family, and we are delighted that two such great brands will be in partnership from the very start of Aston Martin’s historic return as a team entrant to the top tier of global motor racing after an absence of 61 years,” said Lawrence Stroll, Aston Martin Cognizant Formula One Team Chairman. “This partnership is another boost to the team ahead of the new season and is an opportunity to bring together two iconic brands on a unique journey in Formula One. We look forward to immersing Peroni Libera 0.0% into the team and achieving the brand’s global growth ambitions through the platform of Formula One.”

“This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol-free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One,” said Richard Ingram, Global Brands Director at Asahi Europe & International. “By partnering with the Aston Martin Cognizant Formula One Team, we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion. As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking an aspirational non-alcoholic option as part of their balanced lifestyle. We look forward to telling that story to the world throughout the Formula One season and for many years to come.”