Peroni goes alcohol-free with ‘Libera’ 0.0%

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Asahi-owned Italian lager brand Peroni Nastro Azzurro has launched its first alcohol-free beer Peroni Libera 0.0% to the UK market.

The new release builds on the trend for mindful alcohol consumption as part of a balanced lifestyle. Peroni Nastro Azzurro recognises that whilst many will opt for abstinence from alcohol as they partake in Dry January, there is a wider trend, year-round, for light to moderate drinking as part of a balanced lifestyle.

Meaning ‘free’ in Italian, Peroni Libera sets out to “empower” consumers to live a life fulfilled, with the freedom and choice within their busy lifestyles, to opt for a 0%.

The triple hopped alcohol-free expression has been brewed with the same signature Nostrano dell’Isola Maize as the original Peroni Nastro Azzurro.

A “special decoction” process has been used as well as a customized fermentation process allowing the liquid to attain a fast ending 0.0% alcohol beer.

Simone Caporale, Peroni Nastro Azzurro’s resident Master of Mixology, 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.

“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.

“It 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!”

Currently available at Tesco stores nationwide, Peroni Libera 0.0% will be rolled out across the on-trade in March with an RRP of £3.50.

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