117: Inside the Asahi / Peroni 15% Alcohol-Free Mission

Send me a message 🤗Sign up to the Low No Drinker Mindful Drinking Advent Calendar for free and get ready for your best (adult) Christmas yet! - https://www.lownodrinker.com/mindfuladventThis 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.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.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, genuine cultural change and competitor impact.You’ll hear how Peroni 0.0 and Asahi 0.0 were created to match their full-strength counterparts as closely as possible, and why Asahi has set itself an ambitious goal of 15% of its global revenue to come from non-alcoholic products.It’s an honest, insight-packed conversation that shines a light on how even the biggest players are facing challenges adapting to the mindful drinking movement, but why that’s good news overall for all of us who want more choice when we drink differently.WE CHAT ABOUT0:00 Andy's story5:37 Why did Asahi/Peroni join the non-alc space?8:17 15% target low/no target12:15 Balancing 0% marketing & full-strength promotion14:44 The impact of Heineken's ad spend21:26 The future of alcohol-free Asahi & Peroni in pubs25:35 Asahi/Peroni 0.0 on draught?35:37 European-inspired market potential38:37 The BBQ-Qhttps://www.asahibeer.co.uk/Try Asahi Super Dry 0.0 - https://collabs.shop/jnmcmp*Try Peroni 0.0 - https://collabs.shop/jgsnbk*Join the membership and get the resources you need to make the change you want - https://mindfuldrinking.substack.com/s/the-vault ===You can email me at [email protected]===🗝️ Join the membership and unlock full access to The Vault - https://mindfuldrinking.substack.com/s/the-vault===*Some links are affiliate links. If you make a purchase, I may earn a commission that helps me keep the show going. Thank you.