Peroni Nastro Azzurro 0.0% is moving into flavoured alcohol‑free beer with Limone di Sicilia (Sicilian lemon) and Arancia Rossa (Italian blood orange).
The range will initially be available in selected Tesco stores from 24 February ahead of a wider roll out across both on- and off-trades.
The new flavours come in 4 x 330ml packs with an RSP of £5.50.
The launch is backed by more than £1m in marketing investment spanning sampling, social and influencer activity, retailer support and an events presence that includes BST Festival alongside a partnership with Time Out.
Sampling will exceed 500,000 packs through in‑store activity, digital promotions and partnerships including HelloFresh and running clubs, with offers and discounts also delivered via the Club Peroni loyalty programme.
UK flavoured beer value sales have risen by £3.1m year on year and Peroni Nastro Azzurro 0.0% remains a major contributor to no- and low‑alcohol category growth and carries a 21% price premium versus the wider category.
Asahi UK research indicates strong intent to trial flavoured alcohol‑free beer, with 92% of 18–27‑year‑olds and 89% of millennials likely to purchase.
