The Peroni Libera 0.0% beer has been launched by Asahi as a non-alcoholic beer for UK shoppers that addresses the increasing number of consumers looking to reduce or stop their consumption of alcohol.
The timely release of the beer is in line with the increasing number of consumers who abstain from alcohol consumption in January (AKA dry January) as a detox after the holiday season. The beer also speaks to the increasing number of consumers who are avoiding alcohol altogether or seeking a way to enjoy the flavor of premium drinks without concern about impairment or hangovers.
The beer was explained by Peroni Nastro Azzurro Master of Mixology, Simone Caporale, who said, "We’ve seen a change in consumers’ drinking habits in the industry; with the rise of mindfulness and well-being, people are more regularly considering low- and no-alcohol drinks alternatives and currently there isn’t a premium, great-tasting beer out there for them to enjoy. Peroni Libera 0.0% is the perfect alcohol-free beer option for the lower-tempo occasions – a mid-week night out with friends, or during those working lunch occasions."