Italian brewing giant Peroni Nastro Azzurro has launched its first alcohol-free beer into the UK retail market as many opt to cut their alcohol intake for DryJanuary.
Peroni Libera 0.0% was introduced exclusively to Tesco stores earlier this month and will be rolled out across the on and off trade.
Peroni Nastro Azzurro recognised that while many will take part in Dry January this month, there is a wider trend, year-round, for light to moderate drinking as part of a balanced lifestyle.
A recent study showed that nearly 30 per cent of 16-24 year olds in the UK do not drink at all, whilst 45 per cent of 25-34 year olds are more regularly opting for no- or low-alcohol drinks than a few years ago.
Peroni Libera, meaning ‘free’ in Italian, is triple hopped and has been brewed with the same signature Nostrano dell’Isola Maize used for Peroni Nastro Azzurro. A dedicated yeast strain has also been used to produce citrusy aromas and hoppy notes, followed by delicate fruity aromas to emulate the company’s staple product.
“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 Nastro Azzurro’s master of mixology Simone Caporale said.
“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!”
The new alcohol-free beer is priced at £5.00 for 4x 330ml bottle.