Formula 1 without alcohol. Peroni Nastro Azzurro 0.0% accompanies Ferrari on the track

A couple of weeks ago, the announcement was made that the world's largest beer producer, AbInbev, has become the official sponsor of the Olympic Games with a non-alcoholic beer, Corona Cero. Meanwhile, other multinational companies are not sitting idly. Yesterday, another significant "non-alcoholic" partnership was announced: Peroni Nastro Azzurro 0.0% will accompany Ferrari for a few years in the Formula 1 World Championship as well as in the Ferrari Challenge Trofeo Pirelli, one of the most important single-brand trophies in the world with its 31 editions behind it.

The quintessential Italian beer brand, but owned by the Japanese group Asahi Breweries since October 2016, is joining forces with another of the most well-known brands in our country, the Prancing Horse, a prestigious symbol of Made in Italy excellence worldwide. The partnership is primarily aimed at Ferrari fans scattered across various continents, towards whom various initiatives will be directed. One of these involves sending numbered bottles, a series called Tifosi Nastro Azzurro 0.0%, with 2,024 specimens produced, to Italian Scuderia Ferrari Clubs, but also to the United Kingdom, Ireland, the USA, Canada, Singapore, Romania, and Australia.

In short, the global giants in alcoholic beverage production have begun to play their marketing game on a new playing field, diving headfirst into the promotion of their non-alcoholic products by aligning themselves with major sporting events: a way to raise awareness among the public towards more responsible consumption or just a ploy to bypass political debates that would seek to restrict the advertising of alcoholic beverages during sports events?