Asahi Breweries has announced the launch of Peroni Nastro Azzurro’s first alcohol-free beer, Peroni Libera 0.0%, into the UK market.

Following the launch going into Tesco in January 2019, Peroni Libera 0.0% will then be rolled out across the off-trade.

With modern packaging designed to appeal to shoppers looking for a premium option, Peroni Libera 0.0% aims to tap into the growing demand for low- and no-alcohol beer, a category most popular among millennial shoppers.

Simone Caporale, master of mixology at Peroni Nastro Azzurro, said: ’We’ve seen a change in consumers' drinking habits in the industry, with the rise of mindfulness and wellbeing, people are 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, and delivers a crisp taste with a well-defined taste of beer, meaning those looking for an alternative to alcohol no longer have to compromise on quality or taste.”