Asahi has launched an alcohol-free Peroni beer in the UK as a response to the trend of mindful alcohol consumption.
Called Peroni Libera 0.0%, the beverage has been made from a customised fermentation process and a dedicated yeast strain has also been used to produce citrusy aromas and hoppy notes, offering a similar taste experience to Peroni Nastro Azzurro.
Peroni said it recognises that while many consumers will abstain from alcohol as they partake in dry January, there is also a wider, year-round trend for light to moderate drinking as part of a balanced lifestyle.
Simone Caporale, Peroni Nastro Azzurro master of mixology, said: “We’ve seen a change in consumers’ drinking habits in the industry; with the rise of mindfulness and well-being, 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. Peroni Libera 0.0% is the perfect alcohol-free beer option for the lower-tempo occasions – a mid-week 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. Salute!”
Peroni Nastro Azzurro recently launched its first brand renovation in more than a decade, with the new bottle design featuring on Peroni Libera 0.0%.
The new beverage is now available in the UK, exclusively at Tesco stores and priced at £5 for a four pack of 330ml bottles.
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