Charles Leclerc PNA 0.0 Image 2

Peroni Nastro Azzurro 0.0% has announced a multi-year partnership with global motorsport and lifestyle icon, Charles Leclerc.

As the first-ever global brand ambassador for Peroni Nastro Azzurro 0.0%, Leclerc will star in its new ‘0.0% to 100%’ campaign.

The campaign will explore the Italian way of living, a lifestyle which “translates globally, and is synonymous with embracing every moment with zest and passion like the Italians do”.

To launch the series and announce the ambassadorship, Peroni Nastro Azzurro 0.0% has unveiled a short film debuting the racing driver as the new face of the brand.

The video sees Leclerc reenacting his now famous ‘Hallelujah’ dive, a celebratory moment from his Monaco Grand Prix 2024 win.

However, this time around the dive is a celebration of an ice-cold Peroni Nastro Azzurro 0.0% enjoyed in his favourite place to unwind, Lake Como, Italy.

Chief executive officer at Asahi Europe & International Paolo Lanzarotti said: “We are incredibly proud to launch our new global partnership with Charles Leclerc today. As a beloved driver for Scuderia Ferrari HP and a cultural symbol of effortless style, Charles is a destined partner for Peroni Nastro Azzurro 0.0%. and we’re thrilled to welcome him to our brand family.”

The partnership plays a key role in the ambitions of Peroni Nastro Azzurro 0.0% brand’s parent company, Asahi Europe & International, to have 20% share of their portfolio comprised of alcohol-free products by 2030 and is ”perfectly positioned to support the increased consumer demand for alcohol-free beverages”.

Asahi Europe & International said it is committed to promoting responsible drinking and supports the increased consumer demand for alcohol-free beverages.

Charles Leclerc commented on the partnership: ”My partnership with Peroni Nastro Azzurro 0.0% is something I’m very proud of. It is a brand that I love and its motto ‘Live Every Moment’ is truly relevant to how I approach life both on and off the track. As a Ferrari driver, and being Monegasque, Italy is also a very important place in my life. I look forward to showing fans how it inspires me to enjoy every moment.”