Peroni Nastro Azzurro 0.0% has snapped up Formula One star Lewis Hamilton for a new campaign celebrating the second year of its partnership with Scuderia Ferrari.
‘The Italian Way’ will be centred around a 50-second spot featuring Hamilton alongside new Ferrari team-mate Charles Leclerc, who gifts him 44 cases of Peroni Nastro Azzurro 0.0%, a tribute to his famous racing number.
Directed by Martin Werner, the Asahi-owned beer’s film aims to showcase the ‘warmth and generosity’ of being welcomed in Italian style, ahead of Formula One’s 75th season.
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“We are incredibly proud to launch The Italian Way campaign, a true celebration of our brand identity and culture,” Asahi Europe and International, chief growth officer, Nathalie Pfaff Seigle said.
“Through the campaign, we intend to elevate every racing moment for fans, embodying the very passion and style so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.”
The partnership will see a range of activations taking place throughout 2025 at key races in the Formula One schedule, including London, Toronto and Milan.
