As Lewis Hamilton begins his much-anticipated journey with Scuderia Ferrari HP, Italian beer brand Peroni Nastro Azzurro 0.0% has marked the moment with a grand, elegant gesture fitting for the seven-time Formula 1 world champion.
To celebrate Hamilton’s debut at the Australian Grand Prix on March 16, Peroni—Ferrari’s official brand partner—launched a new campaign titled “The Italian Way.” The stylish spot, produced by McCann Worldgroup, marks the beginning of the second year of a five-year global partnership between Peroni and Ferrari.
Set in a sun-drenched villa in the Italian countryside, the ad features Hamilton and teammate Charles Leclerc enjoying a calm moment together. In a playful and thoughtful surprise, Leclerc presents Hamilton with 44 cases of Peroni 0.0%—a nod to Hamilton’s iconic racing number, 44.
“The world is watching Ferrari and its two drivers right now,” said Carly Burford, Global Brand Director at Peroni. “And because of our partnership, the world is watching us too.”
The campaign emphasizes the shared values of both brands—style, elegance, and Italian heritage—while tapping into a deep tradition of Italian hospitality. At the same time, it cleverly includes subtle cues for diehard tifosi (Ferrari fans), blending performance and culture with premium branding.
With F1’s global audience surging—boosted by Netflix’s Drive to Survive—this campaign also aims to capture the attention of fans beyond the racetrack. Peroni plans to expand the experience through immersive brand activations in major cities during key race weekends throughout the season, making the F1 magic more accessible to fans worldwide.
While honoring the iconic driver’s transition from Mercedes to Ferrari, Peroni also seeks to strengthen its market presence—especially in the competitive non-alcoholic beverage space. As Burford explained:
“People wear drinks brands like a badge. We want Peroni to represent something premium, refreshing, and meaningful—something that feels like an extension of who they are.”
With its eye on becoming a Top 10 beer brand by 2030, Peroni is betting big on its 0.0% alcohol variant and its connection to elite sport. More creative collaborations with McCann are in the pipeline, promising a continued elevation of the brand’s global story.
Meanwhile, Ferrari fans and beer lovers alike can raise a toast to this new chapter—the Italian way.
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