New campaigns from Formula One (F1) series sponsor Heineken and the activation of recent team sponsorships by Peroni and Estrella demonstrate that no- and low-alcohol beer marketers continue to see sport in general and motor racing in particular as ideal promotional platforms. The new F1 season has already seen Heineken champion its 0.0 brand through… Continue reading Racing & Responsible Drinking: Non-Alcoholic Beer Moves To The Front Of The F1 Grid
Tag: No Alcohol
Peroni Nastro Azzurro 0.0% Partners With Scuderia Ferrari To Target Tifosi For New F1 Season
Ahead of the 2 March 2024 Formula One (F1) season start, early January saw a link-up between two Italian icons – both expressing Italian passion and style – as Peroni Nastro Azzurro 0.0% was unveiled as a global, multi-year sponsor of Scuderia Ferrari. For the Asahi-owned beer brand, the alliance adds to the motor racing… Continue reading Peroni Nastro Azzurro 0.0% Partners With Scuderia Ferrari To Target Tifosi For New F1 Season
Heineken Leverages Its F1 Partnership At Miami Grand Prix Via ‘The Night Is Full Of Great Drivers’
Leveraging its partnership with Formula One (F1), which has long been a key pillar in its responsible drinking programme, Heineken used early may’s Miami Grand Prix to unveil a new campaign called ‘The Night Is Full Of Great Drivers’ featuring star pilots Daniel Ricciardo and Sergio Perez The Dutch brewer, which has been an… Continue reading Heineken Leverages Its F1 Partnership At Miami Grand Prix Via ‘The Night Is Full Of Great Drivers’
Tennis Superstar Rafa Nadal’s Balanced Life Is Focus Of Amstel ULTRA & 0.0 ‘Choose Your Way To Live’
Launched 10 days ahead of the start of the 2021 French Open, Amstel leveraged its new ambassador alliance with tennis superstar and King Of Clay Rafa Nadal (announced in April) through an integrated ‘Choose Your Way To Live’ campaign promoting its low-carb, low-calories Amstel ULTA and Amstel 0.0 beers. The idea is to demonstrate… Continue reading Tennis Superstar Rafa Nadal’s Balanced Life Is Focus Of Amstel ULTRA & 0.0 ‘Choose Your Way To Live’
Samuel Adams’ IPA Tech Sleeve Encourages Responsible Drinking Ahead Of NCAA March Madness
US brewer Sam Adams promoted its non-alcoholic IPA ahead of NCAA March Madness through a high-tech electronic insulated beer can sleeve via a campaign which reminds users to sensibly pace their basketball-watching beer-drinking sessions by sometimes switching to non-alcoholic beer. The brand, which is marketed by Boston Beer, recently introduced its ‘Just the Haze’… Continue reading Samuel Adams’ IPA Tech Sleeve Encourages Responsible Drinking Ahead Of NCAA March Madness
