✓ Driver Charles Leclerc is Peroni Nastro Azzurro 0.0%’s first global ambassador
✓ Leclerc stars in a new video campaign, “0.0% to 100%”
✓ Peroni 0.0% is growing quickly in 2024
Peroni Nastro Azzurro 0.0%, the stylish Italian alcohol-free brew, just announced its first global brand ambassador, world-famous racing driver Charles Leclerc.
“Charles Leclerc is a celebrity powerhouse both on and off the racetrack,” says Cara Lauritzen, senior marketing manager for Peroni brands. “This partnership with Peroni Nastro Azzurro 0.0% will showcase how he interacts with the brand when he gets some much-needed time to relax.”
The news comes as Peroni 0.0% is on a roll. The brand is up over 30% in dollar sales versus the previous year for the 13 weeks ending June 23, according to Circana, outpacing the non-alc segment’s solid growth as a whole.
Living every moment like Leclerc
Not only is Leclerc one of the most successful racers alive today, he’s also one of the most recognizable athletes, period. In 2023, SportsPro Media ranked him as one of top 50 most marketable athletes in the world, and he has tens of millions of social media followers.
To celebrate the partnership, Leclerc is starring in a video series called “0.0% to 100%,” where he’ll explore what Peroni 0.0%’s motto, “Live Every Moment,” means to him. The first video shows him relaxing in one of his favorite spots, the picturesque Lake Como, Italy, with some ice-cold Peroni 0.0%.
Three more videos will be released throughout the summer on Instagram.
Leclerc is also creating a list of his favorite ways to “live every moment” around the globe, including tips and must-do experiences in Germany, Ireland, Italy, Romania, Singapore, Romania, the United Kingdom and the United States. His picks will be released through the summer, also on Instagram.
“My partnership with Peroni Nastro Azzurro 0.0% is something I’m very proud of,” says Leclerc. “It is a brand that I love and its motto ‘Live Every Moment’ is truly relevant to how I approach life both on and off the track. I look forward to showing fans how it inspires me to enjoy every moment.”