Ferrari partners with Peroni
The Tifosi that support Scuderia Ferrari will be reaching for an Italian beer brand after the F1 team partnered with Asahi Europe’s Peroni.
The partnership with Ferrari sees the brand’s Peroni Nastro Azzurro 0.0% enter into a multi-year deal with the Scuderia Ferrari and Ferrari Challenge Trofeo Pirelli series.
To celebrate the partnership, Peroni Nastro Azzurro 0.0% has released a limited-edition product run of Tifosi Nastro Azzurro 0.0%, which it describes as “a love letter to the Scuderia Ferrari fans, the Tifosi, who we tribute for their great passion on the F1 racing grid”.
Some 2,024 bottles of Tifosi Nastro Azzurro 0.0% have been produced, with each bottle individually numbered from 1 to 2,024. The bottles “embrace the visual identities of both brands”, it is claimed.
Tifosi Nastro Azzurro 0.0% bottles will be available in Italy, United Kingdom, Ireland, USA, Canada, Singapore, Romania and Australia to illustrate the global fanbase of the Ferrari F1 team.
The partnership also includes the Peroni brand being visible on the Scuderia Ferrari cars and driver uniforms. The Italian beer brand will also partner with Scuderia Ferrari to create social media content “dedicated as a special saluté to the fans”, it said.
A short film called The Brake In has been released with Ferrari team drivers Charles Leclerc and Carlos Sainz who enter the Birra Peroni brewery under the director of team principal Fred Vasseur. The drivers navigate past brewery security and subvert obstacles, in order to reach the production line.
The news comes as part of Asahi’s plans to have 20% of its portfolio comprising alcohol-free products by 2030 with the drinks company aiming to promote responsible drinking alongside the increased demand for low- and no-alcohol beverages.
Paolo Lanzarotti, Chief Executive Officer at Asahi Europe & International said of the deal: “We are incredibly proud to launch our new global partnership with Ferrari today. Through this partnership, we intend to elevate every moment for the fans who make this sport so special and who embody the very passion and flair so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.
“Launching with our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are beginning this partnership exactly as we mean to go on – a celebration of and collaboration with the fans.”
Frédéric Vasseur, Team Principal at Scuderia Ferrari said: “We are very pleased to announce the partnership between Scuderia Ferrari and Peroni Nastro Azzurro 0.0%. Having both brands visible in the blue riband category of motorsport contributes to ensuring strong visibility for Italy on the world stage.
“Our two great companies have many values in common, such as an eye for detail and style, as well as an ability to combine tradition and innovation in our respective fields. I’m looking forward to our collaboration with Peroni Nastro Azzurro 0.0%, which I’m sure will prove to be a great success for both parties.”