To call it a fiery streak would be an understatement. Charles Leclerc has been scorching racetracks since his Formula One debut for the-then Alfa Romeo Sauber F1 team in 2018. A year later, he moved to Ferrari. In the five years since, Leclerc has scored six wins, 35 podiums, and 24 pole positions. The 2024 Monaco Grand Prix was his most notable victory, as he became the first Monégasque to win his home race since Louis Chiron in 1931.
Leclerc has been blazing paths off the circuits, too. Fresh off his Monaco win, the Frenchman revealed his new partnership with luxury Italian beer brand Peroni. Of course, he’s not advocating drinking and driving. There’s no trace of alcohol on Leclerc’s tongue – just the distinct taste of Peroni’s latest, the Nastro Azzurro 0.0%.
Launched in 2022, the beverage still contains the signature Nostrano dell‘Isola maize, grown exclusively for Peroni Nastro Azzurro in northern Italy. Through innovation, the brand has eliminated the alcohol content without affecting its robust, flavourful taste.
It’s a partnership that makes complete sense. Zero-alcohol drinks saw an eight per cent growth in volume year over year from 2019 to 2023, according to a study by market analytics firm IWSR. The non-alcoholic beer segment, which represents a healthy two per cent of the beer market, accounted for the greater share of this growth. Not bad for something non-existent a decade ago.
Youths have been leading the charge, with many realising that they don’t need booze for a great night out. The increased focus on health and wellness has also led many to denounce alcohol. The Nastro Azzurro 0.0% campaign with Leclerc recognises this, encouraging everyone to enjoy the small moments that bring smiles to their faces without being under the influence.
“I’m very proud of my partnership with Peroni Nastro Azzurro 0.0%. I love the brand. Its motto ‘Live Every Moment’ is truly relevant to how I approach life both on and off the track. As a Ferrari driver, and being Monegasque, Italy is also a very important place in my life. I look forward to showing fans how it inspires me to enjoy every moment,” says Leclerc.
The Peroni Nastro Azzurro 0.0% is the first step in parent company Asahi’s zero-alcohol initiative. It aims to make alcohol-free beverages 20 per cent of its portfolio by 2030.
