Just Drinks: You’re about to launch an alcohol-free version of Peroni Nastro Azzurro in 28 global markets. What does that mean for the future of your existing Peroni Libera brand extension?
“Too often, 0.0% has been a compromise” – Asahi Europe & International global brands director Richard Ingram
On the eve of the launch of Asahi’s Peroni Nastro Azzurro 0.0%, Just Drinks caught up with the group’s global brands director for Europe & International, Richard Ingram, to hear about the ambition to grow non-alcoholic beer to 20% of Asahi's sales by 2030