As the Aston Martin Cognizant Formula One Team prepares to make its return to Formula One after more than a 60-year hiatus, exciting sponsorships are being unveiled. Peroni Libera 0.0% recently announced their multi-year partnership deal with the British luxury marque. The Aston Martin F1 team will be led by father/son Canadian duo, Chairman Lawrence Stroll, and his son, driver, Lance Stroll.
“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” said Team Chairman, Lawrence Stroll.
The parent company, Asahi Europe and International is bringing the new non-alcoholic Italian beer to the forefront of the partnership. Asahi has the goal that by 2030, 20% of all beer sales will be non-alcoholic. Consumers of Peroni Libera 0.0% are encouraged to live life freely, consuming in style and safety. The crisp and refreshing Italian beer holds all the flavour and passion of other Peroni beverages, but without the alcohol.
“This is a landmark moment for Peroni Libera 0.0%,” Asahi Europe and International’s global brand director, Richard Ingram stated. “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.”
The branding of the beer will appear on the team’s vehicles, kits and at its “motorhome” base at each of the season’s 23 Grands Prix, the first of which takes place March 28 in Bahrain. Fans of the Aston Martin F1 team will be allowed the opportunity to be closer than ever to the racing action through the content campaign and city centre activations. A film released by the team shares drivers Sebastian Vettel and Lance Stroll speaking to their passions for the sport.