Dive Brief:

• Molson Coors’ alcohol-free beer brand Peroni 0.0% is putting Formula 1 racing at the center of a new marketing push that includes a partnership with racing team Scuderia Ferrari and a presence at the recent Miami Grand Prix, according to a press release. 
• The non-alcoholic beer is also partnering with sports betting platform DraftKings to give consumers the chance to win up to $15,000 through contests surrounding domestic Formula 1 races. A tie-up with shoemaker M.Gemi includes the release of two styles of Peroni-inspired shoes based on suede driver loafers The Felize.
• The push sees Molson Coors looking to push through in the increasingly competitive alcohol-free beer category by building off its momentum through an assortment of dynamic partnerships for Peroni 0.0%.

Dive Insight:

Peroni 0.0%, an import brand that Molson Coors owns the rights to in the U.S., is hoping an expansive Formula 1-based partnership will bring it over the finish line as demand grows for non-alcoholic beer. Peroni 0.0% gained nearly three-quarters of a share point for the 13 weeks ended April 21, 2024 compared to the year-ago same period, according to Circana data cited by Molson Coors in a press release.

The Italian brew is digging deep into Formula 1, a sport which has increasingly captured American interests. Last year was the second most popular Formula 1 season ever in the U.S., averaging 1.1 million viewers across 22 races. This is nearly double the 2018 average of 554,000.

The brand is embracing the culture of its home country. Both Ferrari, which has one of the most well-known and successful Formula 1 teams, and M.Gemi are Italian brands. Fans can purchase the limited-edition shoes directly from M.Gemi for $228 while supplies last. They come in two color schemes, Peroni Red and Peroni Blue and feature the beer’s race flag design on the insole and a Peroni tag.

In-person activations put a heavy emphasis on the American market. On May 4 at the Miami Grand Prix, consumers were able take pictures with a replica of a Ferrari Formula 1 car located on a yacht while they sampled Peroni 0.0%. The “0.0 to 200 Race Day Challenge” with DraftKings is only for domestic Formula 1 races in Miami, Las Vegas and Austin. The name of the challenge is a nod to both the amount of alcohol in the beer and the speed Formula 1 cars can exceed.

The Formula 1-centric push is supported with a new 30-second digital advertisement. The spot shows people anxious with excitement for an upcoming race. As the race starts, bottles of Peroni 0.0% pop-open, spewing red-colored smoke. Fans jump with excitement before consuming the non-alcoholic beer.

Following Molson Coors’ launches of Peroni 0.0% and Blue Moon Non-Alc, the company has grown its non-alcoholic beer volume by more than 50% in the 52 weeks ended March 31, 2024, per press details. Blue Moon Non-Alc is the top selling new non-alcoholic beer of 2024, executives said during a recent earnings call. During the call, brand representatives noted increased competition, with about 30 new non-alcoholic options hitting shelves this year.

The Formula 1 campaign comes just two years after Peroni launched a sweeping national campaign aimed at post-pandemic wanderlust. The brand has made repeated efforts to highlight its Italian roots while reaching out to U.S. consumers as the demand for imported beer grows.