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Peroni 0% event celebrates F1 with Ferrari driving simulation

Asahi’s House of Peroni will be hosting a two-day event in London to celebrate this year’s race at Silverstone.

The immersive event, named La Bella Formula, will take place at the Vinyl Factory in London’s Soho from 11am-7pm each day on the 6 July and 7 July and will help fans experience racing via a series of experiences that will encapsulate what it feels like to drive for Ferrari.

Speaking to the drinks business, an Asahi UK spokesperson said: “Our La Bella Formula event is an immersive experience that aims to give F1 fans the chance to get as close to the race day action as they can without being there.”

The event will take guests on a multi-sensory journey which will begin with the 10 metre tunnel known as The Hangar Straight and will give a taste of how racing drivers experience this part of the Silverstone track.

The space will also feature an immersive infinity room, known as The Wet Lap, which will simulate driving through rain and illustrate how rain affects the view of the differing surfaces during a full wet lap of the circuit.

Fans will additionally have the opportunity to see a Scuderia Ferrari HP replica racing car up close, experience driving simulators, and compete via a racing game provided by Piing on the big screen and a bespoke bar will serve a range of drinks including Peroni Nastro Azzurro 0.0%.

The event is part of Asahi’s partnership between its alcohol-free Italian beer brand Peroni Nastro Azzurro 0.0% and Scuderia Ferrari HP which, as db has already reported, announced a multi-year deal at the start of the year. As part of its ongoing commitment to Formula 1, Asahi has also started a multi-year partnership with global motorsport and lifestyle icon Charles Leclerc, making him the first ever global brand ambassador for Peroni Nastro Azzurro 0.0%.

In his new role, Leclerc will star in the new ‘0.0% to 100%’campaign which will be centred around an episodic social content series, set in Lake Como, Italy and is due to be released this summer. To launch the ambassadorship Asahi has also unveiled a short film debuting Leclerc as the new face of the brand.

Speaking  to db about how the partnership makes sense for both alcohol-free beer trends as well as each of the brands, the Asahi spokesperson added: “The market for alcohol-free beer is going from strength-to-strength, and we have seen exceptional growth for Peroni Nastro Azzurro 0.0%. The partnership between Peroni Nastro Azzurro 0.0% and Scuderia Ferrari HP brings together two iconic Italian brands, and is a key part of our ambition to elevate 0.0% as a great drinking experience and a positive choice to more consumers.”

Tickets and further information about La Belle Formula can be found here.


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