Italian beer brand Peroni Nastro Azzurro has partnered with THINK! 0% to encourage drivers to opt for alcohol free beer during Royal Ascot week, showcasing the importance of making safe choices behind the wheel.

Launched last year, THINK! 0% is a nationwide initiative spearheaded by the government designed to encourage to drivers choose alcohol-free drinks if they’re getting behind the wheel – with this latest push supported by Peroni’s 0.0% offering.

The ‘Blue Ribbon’ campaign saw dedicated brand ambassadors for the Italian brewer, positioned around car parks across the site to welcome racegoers, offering branded flyers that could be redeemed for 330ml bottles of Peroni Nastro Azzurro 0.0% at bars across the racecourse.

“This is the fourth year of our partnership with Royal Ascot, and the first to be led by Peroni Nastro Azzurro 0.0% as the central showcase brand,” said Rob Hobart, MD at Asahi UK.

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“We are delighted to be working with THINK! 0% to encourage trial of the product and help drivers always opt for 0%, promoting road safety and enabling them to still enjoy a premium beer experience, just without the alcohol.”

Over the past three years, Peroni owner Asahi UK has maintained a dedicated presence at Royal Ascot to encourage consumer choice and moderation, as well as safe driving initiatives.

A spokesperson for THINK! 0% added: “We are really pleased to be joining forces with Peroni Nastro Azzurro 0.0% to encourage drivers to make safe choices when getting behind the wheel.

“It’s not possible to say how much alcohol you can drink and stay below the limit, as alcohol affects everyone differently, so drivers should always choose alcohol-free options such as 0.0% beer, when getting behind the wheel.”