Peroni Nastro Azzurro 0.0% Leads No & Low Category Growth, Now Introducing a New Flavoured Alcohol-Free Beer
Author: Communications Team
Date: 23 02 2026 09:00
- Limone di Sicilia (Sicilian lemon) and Arancia Rossa (Italian blood orange) mark Peroni Nastro Azzurro 0.0%’s first flavoured alcohol-free beer launches in the UK
- UK flavoured beer value sales have increased by £3.1M YoY, demonstrating a major opportunity for UK retailers (1)
- Peroni Nastro Azzurro 0.0% is the leading contributor to no and low-alcohol growth in the UK and commands a +21% price premium versus the wider category (2)
- Research from Time Out and Peroni Nastro Azzurro 0.0%’s new report indicates that Gen Z and Millennials of legal drinking age are driving a major shift toward more mindful, selective drinking habits, with 3 in 4 saying they now make everyday choices more intentionally (3)
- Backed by over £1m of marketing investment that includes sampling, social, influencer and retailer support, Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa will bring more choice, distinctiveness and premiumisation to the market
Peroni Nastro Azzurro 0.0%, the leading contributor to no and low-alcohol growth in the UK,(4) is bringing more choice, distinctiveness and premiumisation to the market by launching two flavoured alcohol-free beers in Sicilian lemon and Italian blood orange varieties - Limone di Sicilia and Arancia Rossa.
Positioned as a premium, stylish alternative to other alcohol-free beers, Peroni Nastro Azzurro 0.0% flavours are refreshing and uncompromising in taste, delivering a lively sip of Italy. With new research commissioned by Asahi UK revealing that 92% of 18–27-year-olds and 89% of millennials and would be likely to purchase a flavoured alcohol-free beer,(5) Peroni Nastro Azzurro 0.0% flavours tap directly into emerging demands of the modern consumer.
Available in 4x330ml packs, with an RRP of £5.50, Limone di Sicilia (Sicilian lemon) and Arancia Rossa (Italian blood orange) will be listed in selected Tesco stores from 24th February.
The launch will be supported by over £1m of marketing investment, which includes social and influencer activity, presence at events such as American Express presents BST Festival, and a partnership with Time Out.
According to Time Out x Peroni Nastro Azzurro 0.0% ‘s new report, Gen Z and Millennials of legal drinking age are driving a major shift toward more mindful, selective drinking habits, with 3 in 4 saying they now make everyday choices more intentionally. This behavioural shift is transforming 0.0% drinking occasions, with younger consumers choosing alcohol‑free options more often across dinners, picnics, social activities and wellness‑focused spaces. Crucially for the category, taste is the #1 motivator for these drinkers and they are keen to try fruity, citrus‑led 0.0% lagers, highlighting a clear demand for premium, flavour‑forward alcohol‑free options. These findings reinforce the opportunity for Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa as the brand continues to be at the forefront of the no‑ and low‑alcohol segment.
Asahi UK will distribute over 500,000 samples to consumers via in-store activity, digital promotions, a partnership with HelloFresh and by linking with new occasions, such as running clubs. Consumers will also receive samples, offers and discounts via the Club Peroni loyalty programme.
Moderation remains one of the most important UK household consumption priorities, with 54% of drinkers moderating their alcohol consumption.(6) Health, keeping things balanced, and flavour are the top three category drivers for consumers choosing alcohol-free beer.(7)
Rob Hobart, Marketing Director for Asahi UK, said: “The launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a step-change for flavoured alcohol-free beer in the UK and marks our commitment as a globally recognised brand in driving the alcohol-free category forward.”
“With Peroni Nastro Azzurro 0.0% generating a price premium of +21% vs the wider category,(8) we know that the brand is the right choice for retailers who are looking to drive sales and profits from alcohol-free, the fastest-growing segment of the beer market (9).”
The alcohol-free beer category appeals to all legal drinking age groups. However, Gen Z and Millennials demonstrate more habitual consumption of alcohol-free beer, with over 40% of consumers drinking it on a weekly basis. Consumer sentiment toward flavoured alcohol-free beer is highly positive, with 77% of overall consumers indicating they are likely to purchase, and interest strongest among younger consumer generations. Therefore, the launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a compelling opportunity to bring innovation to the category, engaging a diverse range of drinkers and establishing new consumption rituals.(10)
1. Nielsen IQ | Beer & Flavoured Beer | Value Sales | MAT 21.6.2025
2. NielsenIQ MAT 27.12.25
3. Time Out & Peroni, Sip Happens: Mindful Tastes, February 2026, UK.
4. NielsenIQ MAT 27.12.25 – Peroni Nastro Azzurro 0.0% has been the highest value contributor to the NABLAB lager category year on year
5. Low/Alcohol-free Beer – 18+ Usage & Attitudes study, Asahi UK/Savanta
6. NielsenIQ Moderation Roundtable, October 2025
7. Low/Alcohol-free Beer – 18+ Usage & Attitudes study, Asahi UK/Savanta
8. NielsenIQ MAT 27/12/25
9. NielsenIQ MAT 06/09/2025
10. Low/Alcohol-free Beer – 18+ Usage & Attitudes study, Asahi UK/Savanta