Free and clear

peroni-liberia-launchTHE low and no-alcohol market is squarely in the sights of Japanese drinks company Asahi this year after the launch of a 0% ABV version of its Peroni brand.

Peroni Liberia 0.0% has been rolled out across the UK on-trade this year as the company aims to tap into a growing section of the beer category.

‘Libera’ is Italian for ‘free’.

Simon Caporale of Peroni said there has been “a change in consumers’ drinking habits in the industry” with beer drinkers “more regularly considering low and no-alcohol drinks alternatives”.

“Peroni Libera 0.0% is the perfect alcohol-free beer option for the lower-tempo occasions – a mid-week night out with friends, or during those working lunch occasions,” said Caporale.

Peroni Libera 0.0% is available in 330ml bottles.