Lewis Hamilton and Charles Leclerc Get a Surprise from Peroni Nastro Azzurro

Peroni Nastro Azzurro 0.0%, the super-premium Italian beer brand from Asahi Europe and International, launches a new full year campaign, ‘The Italian Way,’ set to celebrate the treasured traits of Italian culture, passion and style.

To launch the campaign Peroni Nastro Azzurro 0.0% debuts ‘The Welcome Present’, an entertaining spot starring Scuderia Ferrari HP racing drivers, Charles Leclerc and Lewis Hamilton.

This is McCann London's first campaign for Peroni since McCann Worldgroup won the global account in September 2024.​

Set against the backdrop of the luscious Italian hills, the short film follows a special delivery to the newest Scuderia Ferrari HP team member, Lewis Hamilton. Orchestrated by Peroni Nastro Azzurro 0.0%, facilitated by Charles Leclerc and delivered by Tifosi, a one of-a-kind combi van delivers a surprise welcome present to Lewis; 44 cases of Peroni Nastro Azzurro 0.0%. The perfect homage to Lewis’ racing number, #44.

‘The Welcome Present’, directed by acclaimed director, Martin Werner, underscores what we know and love about Italy and Italians alike, showcasing the warmth and generosity of being welcomed in Italian style.

Nathalie Pfaff Seigle, chief growth officer at Asahi Europe & International said, "We are incredibly proud to launch The Italian Way campaign, a true celebration of our brand identity and culture. Through the campaign, we intend to elevate every racing moment for fans, embodying the very passion and style so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.”

Throughout the year, Peroni Nastro Azzurro 0.0% will bring the style and passion from the paddock to key global cities - London, Toronto, and Milan. The Italian Way activations will unlock the exclusivity that surrounds the grid, usually reserved for the few, and transform it into stylish city takeovers to be enjoyed by the masses, giving fans exclusive access to the world of Scuderia Ferrari HP. Through music, design, curated food and drinks, The Italian Way event series will deliver the excitement and glamour of the racing scene, through a contemporary Italian lens.

The partnership plays a key role in the ambitions of Peroni Nastro Azzurro 0.0% brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio comprised of alcohol-free products by 2030 and is perfectly positioned to support the increased consumer demand for alcohol-free beverages. Peroni Nastro Azzurro 0.0% is made with Italian passion and style, delivering a crisp and refreshing beer with 0.0% alcohol content.

Asahi Europe & International is committed to promoting responsible drinking and supports the increased consumer demand for alcohol-free beverages. Peroni Nastro Azzurro 0.0% invites consumers to feel free to live every moment, safely, and in style. Inspiring them to drink less, by providing an aspirational choice which suits their lifestyle.