Peroni Libera 0.0% aims to be emulate the success of headline brand Peroni Nastro Azzurro, among consumers seeking to reduce or eliminate their alcohol intake.
“With the [alcohol-free] sub-sector expected to see further growth, a recent study showed that nearly 30% of 16 to 24-year-olds do not drink at all, while 45% of 25 to 34-year-olds are more regularly opting for no or low-alcohol drinks than a few years ago,” said the Asahi-owned brand.
“Using years of expertise and skill, Peroni Libera 0.0% has been brewed with specifically cultivated ingredients and the extraordinary Peroni craftsmanship, passion and flair.
“A ‘special decoction’ process has been used as well as a customised fermentation process allowing the liquid to attain a fast-ending 0.0% alcohol beer.”
The new beer is triple-hopped and has been brewed with the same maize used in the full-alcohol brand.
Peroni Nastro Azzurro resident master of mixology Simone Caporale said: “We’ve seen a change in consumers drinking habits in the industry, with the rise of mindfulness and wellbeing people are more regularly considering low and no-alcohol drinks alternatives and currently there isn’t a premium, great-tasting beer out there for them to enjoy.”
Caporale added: “Peroni Libera 0.0% is the perfect alcohol-free beer option for the lower-tempo occasions – a midweek night out with friends or during those working lunch occasions.
“Peroni Libera 0.0% delivers a crisp taste, a fine bitterness and a fast and clean finish, with a well-defined taste of beer, meaning those looking for an alternative to alcohol no longer have to compromise on quality or taste.”
The alcohol-free beer is currently only available in Tesco, but will be rolled out across the off and on-trade soon.