Molson Coors Beverages Co. gave Peroni Nastro Azzuro 0.0% the green flag yesterday, sending it into competition in more than 20 U.S. beer markets and onto the Formula 1 tracks at Miami, Las Vegas and Austin, Texas.  

The non-alc offshoot of Peroni Nastro Azzurro, the fast-growing Italian import lager, arrives as a growing number of U.S. drinkers are seeking out low- or no-alcohol options. The non-alc segment grew volume nearly 8% and dollar sales more than 17% in 2022, according to IRI data.

Peroni 0.0% was brewed with “an innovative dealcoholization process to deliver the superior taste that customers expect from Peroni Nastro Azzurro,” says Cara Lauritzen, senior marketing manager for Peroni. “People choose Peroni because they want that taste of Italy in their hand, they want that elevated experience. They’re going to get that with Peroni 0.0%.”

Peroni 0.0% was formulated to match the flavor of the original Peroni Nastro Azzurro “as much as possible,” Lauritzen says. Some “90% of consumers agreed it matches our full-alc beer better than competitors,” she says, citing a panel of consumers polled by the brand.

Peroni 0.0% launched in Europe last year and quickly caught on, tallying more than 5% of Peroni’s global sales already, according to sales data compiled for Molson Coors. It represents part of a broader shift in consumer preference towards non-alcohol beverages.

demand for non-alc beer, wine and spirits grew more than 20% from 2021 to 2022, with NA beer accounting for more than 85% of sales, Nielsen found. The study also found the vast majority of consumers aren’t swearing off alcohol completely, but are adding non-alc beverages into their mix.

The Peroni 0.0% launch will be supported with a new campaign that celebrates “la dolce vita” in social and digital, out-of-home advertising and also at retail, with a sampling campaign to ensure drinkers are able to try the product.