Asahi gets in on the no-abv act with the launch of Peroni Libera 0.0%

Imbibe Editorial

Imbibe Editorial

04 January 2019

As the country dusts itself down after the festive season and gets in the groove of Dry January, Asahi is getting in on the act with the launch of Peroni Libera 0.0%.

The dramatically named Peroni Libera 0.0% has been de-alcoholised using a ‘special decoction’ process and a customised fermentation process – about which details are unsurprisingly hush hush. The beer is triple hopped and brewed with the same Nostrano dell’Isola maize as its best-selling Peroni Nastro Azzuro.

Seeking to offer the same ‘crisp and fresh taste experience’ as its flagship lager, it uses a dedicated yeast strain, which the brand claims produces a rich and intense citrusy aromas and hoppy notes, followed by delicate fruity aromas.

Commenting on the launch, leading bartender and Peroni’s ‘master of mixology’ Simone Caporale said there’s a dearth of premium beer offerings in the low- and no- drinks category.

‘Peroni Libera 0.0% is the perfect alcohol-free beer option for lower-tempo occasions – a mid-week night out with friends or during those working-lunch occasions,’ he said. ‘It delivers a crisp taste, a fine bitterness and a fast and clean finish, with a well-defined taste of beer.’

The world of booze-free beer has seen rapid growth in recent years, as well as a marked improvement in quality – see our recent no- and low-abv beer tasting. A recent study revealed that 30% of 16-to-24-year-olds avoid alcohol entirely, while 45% of 25-to-34-year-olds are opting for lower-alcohol offerings more frequently than a few years ago.

This isn’t, however, the first foray into the health-and-wellness arena for Peroni. The Libera launch follows the introduction of Peroni Nastro Azzuro Gluten-Free in 2016, which now represents 51% of the free-from beer category in the UK on-trade.

Peroni Libera 0.0% is being launched in Tesco this month, but will subsequently be rolled out to the on-trade in March.

To find out more about Peroni Libera 0.0%, contact Asahi UK on 01483 718 100

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