Peroni Libera Join Aston Martin Cognizant For F1 Return
Peroni Libera 0.0% – the beer brand’s non-alcoholic brand – has announced a new multi-year partnership with Formula One team Aston Martin Cognizant, ahead of the start of the 2021 Formula One season.
The multi-year agreement will see Peroni Libera 0.0% served at events across the global Formula One calendar including in the Aston Martin Cognizant Formula One™️ Team motorhome at most Grand Prix.
The Peroni Libera 0.0% logo will take pride of place on the Aston Martin Cognizant Formula One Team’s 2021 challenger car livery and team kits during the season, which is set to be revealed to the world on Wednesday 3rd March.
The agreement comes Peroni brand’s parent company, Asahi Europe & International, pledges to have 20% share of their portfolio dedicated to non-alcoholic products by 2030.
Lawrence Stroll, Aston Martin Cognizant Formula One Team Chairman said: “We are thrilled to welcome Peroni Libera 0.0% to the Aston Martin Cognizant Formula One family, and we are delighted that two such great brands will be in partnership from the very start of Aston Martin’s historic return as a team entrant to the top tier of global motor racing after an absence of 61 years.
“This partnership is another boost to the team ahead of the new season and is an opportunity to bring together two iconic brands on a unique journey in Formula One.”
Richard Ingram, Global Brands Director at Asahi Europe & International, added: “This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol-free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One.
“By partnering with the Aston Martin Cognizant Formula One™️ team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion.”
