Asahi Super Dry / Peroni 0.0
117: Inside the Asahi / Peroni 15% Alcohol-Free Mission
Play Time:
43 Minutes
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QUICK QUOTES:
"Our parent company in Japan have set a clear target for our European business that we want 15% of our volume to come from no alcohol, non-alcoholic products. Our current UK business is about 4%. So we've got a big stretch goal."
“We've got some trials at the moment around Peroni Nasto 0.0 draft options, and it looks really positive. We expect to be rolling it out in the next 12 months, but it certainly isn't going to go everywhere because the scale of the 0% market isn't big enough yet for it to be in every pub.”
This week, I’m joined by Andy Wingate, Asahi UK’s Director of Category, for a fascinating deep dive into the world of big beer and its growing commitment to the alcohol-free market for the companies leading alcohol-free beers, Peroni 0.0 & Asahi Super Dry 0.0.
Andy shares how consumer behaviour is changing, and why the most exciting innovation right now is happening in the alcohol-free space—not the full-strength one.
We get into the real-world challenges the brand faces in bringing 0.0 beer to pubs on draught, as well as the impact of competitor marketing.
And we also tackle some of the thornier questions, including whether Big Alcohol’s involvement helps or hinders the category. And Andy is refreshingly candid about the balance between commercial goals and genuine cultural change.
You’ll hear how Peroni 0.0 and Asahi 0.0 were created to match their full-strength counterparts as closely as possible, what makes them different, and why Asahi has set itself an ambitious goal: 15% of its global volume to come from non-alcoholic products.
It’s an honest, insight-packed conversation that shines a light on how even the biggest players are adapting to the mindful drinking movement—and why that’s good news for all of us who want more choice when we drink differently.
WE CHAT ABOUT
0:00 Andy's story
5:37 Why did Asahi/Peroni join the non-alc space?
8:17 15% target low/no target
12:15 Balancing 0% marketing & full-strength promotion
14:44 The impact of Heineken's ad spend
21:26 The future of alcohol-free Asahi & Peroni in pubs
25:35 Asahi/Peroni 0.0 on draught?
35:37 European-inspired market potential
38:37 The BBQ-Q
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