Charles Leclerc and Lewis Hamilton shine in short film honoring Ferrari

Peroni Nastro Azzurro 0.0%, the premium alcohol-free Italian beer from Asahi Europe & International, has officially launched its latest global campaign, ‘The Italian Way.’ Designed to celebrate the defining elements of Italian culture—passion and style—the year-long initiative promises to bring fans closer to the exhilarating world of motorsport and the unmistakable spirit of Italy.

A Grand Introduction: ‘The Welcome Present’

Kicking off the campaign, Peroni Nastro Azzurro 0.0% introduces ‘The Welcome Present’, a high-energy short film featuring Scuderia Ferrari racing drivers Charles Leclerc and Lewis Hamilton. The cinematic piece, directed by acclaimed filmmaker Martin Werner, showcases a heartfelt yet thrilling tribute to Ferrari’s newest driver, Lewis Hamilton.

Set against the breathtaking landscapes of Italy’s rolling hills, the film follows a special delivery orchestrated by Peroni Nastro Azzurro 0.0%. With Charles Leclerc and Ferrari’s devoted fanbase, the Tifosi, playing key roles, a vintage combi van embarks on a mission to deliver a unique gift to Hamilton: 44 cases of Peroni Nastro Azzurro 0.0%—a nod to his iconic racing number, #44.

Celebrating the traditions of Italian hospitality, the film encapsulates the warmth, camaraderie, and enthusiasm that define Ferrari’s legendary fan culture. With dynamic visuals and a compelling narrative, ‘The Welcome Present’ embodies the essence of Italian style and passion.

Global Fan Activation: A Once-in-a-Lifetime Opportunity

In an exciting interactive initiative, Peroni Nastro Azzurro 0.0% invites Ferrari fans worldwide to participate in ‘Posta dei Tifosi’ (Fan Mail). To mark the beginning of Lewis Hamilton’s journey with Ferrari and to honor Charles Leclerc, the campaign is launching an exclusive global fan search. Inspired by their racing numbers—#44 and #16—Peroni Nastro Azzurro 0.0% is selecting 60 passionate fans to receive an exclusive ‘Welcome Present’.

Fans can submit their heartfelt messages welcoming Lewis Hamilton and Charles Leclerc to the 2025 Formula 1 season by sending a direct message to @PeroniNastroAzzurro on Instagram, including their age and location. The most compelling and passionate entries will win a limited-edition Welcome Present, personally announced by the Monegasque and the Briton themselves. The special package will contain Scuderia Ferrari HP merchandise and Peroni Nastro Azzurro 0.0% products, ensuring the winners can enjoy race weekends in true Italian style.

How to Participate:

Fans worldwide can submit their welcome messages via @PeroniNastroAzzurro on Instagram.

Italian fans will have a unique chance to deliver handwritten notes in person at an exclusive ‘Posta dei Tifosi’ mailbox in Emilia Romagna, ahead of the Imola race weekend (May 16-18, 2025).

Winners will be announced on the @PeroniNastroAzzurro Instagram channel during the Imola GP weekend.

Expanding the Motorsport Experience Beyond the Track

Bringing the excitement of Formula 1 to global cities, Peroni Nastro Azzurro 0.0% is set to transform London, Toronto, and Milan into immersive racing hubs. Through The Italian Way activations, fans will gain unparalleled access to the glamour of the Formula 1 paddock, traditionally reserved for insiders. With a fusion of music, design, curated food, and Peroni Nastro Azzurro 0.0% beverages, these city takeovers will redefine the fan experience, offering an authentic taste of Ferrari’s world.

Further solidifying its commitment to motorsport, Peroni Nastro Azzurro 0.0% extends its partnership with Ferrari Challenge Trofeo Pirelli, the renowned single-marque championship that has united amateur and professional drivers on iconic circuits for over 30 years. The brand will feature prominently across branding touchpoints at Ferrari Challenge events, reinforcing its deep-rooted connection with Ferrari and racing enthusiasts worldwide.

A Vision for the Future: Driving Responsible Drinking

Asahi Europe & International, the parent company of Peroni Nastro Azzurro 0.0%, remains dedicated to promoting responsible drinking. With a mission to ensure that 20% of its portfolio consists of alcohol-free beverages by 2030, the company is responding to the growing demand for premium, non-alcoholic alternatives. Crafted with authentic Italian ingredients, Peroni Nastro Azzurro 0.0% delivers a crisp and refreshing taste with zero alcohol, allowing fans to savor every race-day moment responsibly and stylishly.

Elevating Racing Moments with Italian Passion

Nathalie Pfaff Seigle, Chief Growth Officer at Asahi Europe & International, emphasized the brand’s vision: “We are incredibly proud to launch ‘The Italian Way’ campaign, a true reflection of our brand’s heritage and cultural essence. Through this campaign, we aim to enhance every racing experience, capturing the passion and sophistication that define both Peroni Nastro Azzurro 0.0% and Ferrari.”

With an exciting mix of cinematic storytelling, exclusive fan engagement, and global activations, Peroni Nastro Azzurro 0.0% is set to make 2025 a year to remember for Ferrari enthusiasts worldwide. Join the movement, embrace The Italian Way, and celebrate the thrill of motorsport with a refreshing twist.