Peroni has expanded its Nastro Azzurro 0.0% range with a duo of fruity beers.
Limone di Sicilia and Arancia Rossa will hit Tesco shelves exclusively from 24 Febuary before rolling out to the wider market.
The new lemon and blood orange variants will be available in 4x330ml multipacks, with an RRP of £5.50.
New research from parent company Asahi UK found 92% of 18-27-year-olds and 89% of millenials would likely purchase flavoured alcohol-free beer.
Asahi UK will back the launch with a £1m marketing push, including social and influencer activity, presence at American Express presents BST Festival and a partnership with Time Out.
Rob Hobart, marketing director for Asahi UK, said: “The launch of Peroni Nastro Azzurro 0.0% Limone di Sicilia and Arancia Rossa represents a step-change for flavoured alcohol-free beer in the UK and marks our commitment as a globally recognised brand in driving the alcohol-free category forward.”
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