Non-alcoholic Beer Brands Accelerate into Formula 1 as Racing Sponsorships Gain Momentum
With a surge in popularity, non-alcoholic beer brands like Peroni 0.0% are now focusing on deepening their involvement in Formula 1 racing, particularly as the sport gains traction in the U.S. market.
Exciting News from Peroni 0.0%!
Molson Coors' alcohol-free beer brand, Peroni 0.0%, is making a big splash in the world of Formula 1 racing. They have teamed up with the renowned racing team, Scuderia Ferrari, and made a prominent appearance at the recent Miami Grand Prix. This exciting partnership and presence were announced in a press release.
Peroni 0.0% is teaming up with various partners to offer exciting opportunities to consumers. One of these collaborations is with sports betting platform DraftKings, where participants can win up to $15,000 by joining contests related to domestic Formula 1 races. Another partnership is with shoemaker M.Gemi, who will be releasing two styles of Peroni-inspired shoes, including the Felize, which is based on suede driver loafers.
Molson Coors is making a strong push in the competitive alcohol-free beer market with Peroni 0.0%. By leveraging these innovative partnerships, the company aims to capitalize on its current momentum and stand out in the growing category of non-alcoholic beverages.
Article Insight:
Molson Coors, the owner of Peroni 0.0% in the U.S., is looking to boost its non-alcoholic beer sales through a new partnership with Formula 1. According to Circana data mentioned in a press release by Molson Coors, Peroni 0.0% saw a significant increase in market share in the 13 weeks leading up to April 21, 2024 compared to the same period last year.
The Italian brew is making a big impact in the world of Formula 1, a sport that is gaining popularity in the United States. Last year, Formula 1 had its second-highest viewership ever in the U.S., with an average of 1.1 million viewers tuning in for 22 races. This was almost double the number of viewers from 2018, which averaged 554,000.
The brand is staying true to its Italian roots by immersing itself in the culture of its homeland. Ferrari, known for its successful Formula 1 team, and M.Gemi are both Italian brands. Fans have the opportunity to purchase limited-edition shoes from M.Gemi for $228 while supplies last. These shoes come in two color options, Peroni Red and Peroni Blue, and feature the race flag design of the beer on the insole, along with a Peroni tag.
In-person activations focus heavily on the American market. At the Miami Grand Prix on May 4, consumers had the opportunity to snap photos with a replica of a Ferrari Formula 1 car on a yacht while enjoying samples of Peroni 0.0%. The “0.0 to 200 Race Day Challenge” with DraftKings is exclusive to domestic Formula 1 races in Miami, Las Vegas, and Austin. The challenge's name cleverly references both the alcohol content of the beer and the incredible speed of Formula 1 cars.
To further promote Formula 1, a new 30-second digital advertisement has been released. The ad features people eagerly anticipating an upcoming race, with bottles of Peroni 0.0% bursting open with red smoke as the race begins. Fans cheer and celebrate while enjoying the non-alcoholic beer.
Molson Coors has seen a significant increase in their non-alcoholic beer volume, growing by over 50% in the 52 weeks leading up to March 31, 2024. According to press information, the company's launches of Peroni 0.0% and Blue Moon Non-Alc have contributed to this growth. Blue Moon Non-Alc has been highlighted as the best-selling new non-alcoholic beer of 2024 by company executives during a recent earnings call. The representatives also mentioned the rise in competition, with approximately 30 new non-alcoholic options now available on the market.
Just two years after launching a national campaign focused on post-pandemic wanderlust, Peroni is now diving into the Formula 1 scene. The brand continues to emphasize its Italian heritage while also catering to the increasing demand for imported beer among American consumers.
Editor's P/S:
Peroni 0.0%'s foray into Formula 1 racing is a strategic move that aligns with the growing popularity of the sport in the United States. Molson Coors is leveraging the excitement surrounding Formula 1 to position Peroni 0.0% as the beer of choice for racing enthusiasts. The partnership with Scuderia Ferrari, the renowned racing team, adds an air of authenticity to the campaign.
The brand's focus on in-person activations and exclusive partnerships with brands like DraftKings and M.Gemi further enhances the engagement with consumers. The "0.0 to 200 Race Day Challenge" provides an interactive way for fans to participate in the racing experience, while the Peroni-inspired shoes offer a tangible connection to the brand. By immersing itself in the culture of Formula 1 and its Italian roots, Peroni 0.0% is creating a unique and immersive experience that is sure to resonate with consumers.
