Scuderia Ferrari HP driver Lewis Hamilton made a headline appearance in London this evening to mark the grand opening of The House of Peroni Nastro Azzurro 0.0% – a multi-day racing-inspired pop-up in the heart of Covent Garden. Merging the thrilling world of racing with signature Italian style, the experience invites racing fans and beer lovers alike to explore passion and style, the Italian way.
Ahead of this weekend’s iconic British Grand Prix, Scuderia Ferrari HP driver Lewis Hamilton officially launched the experience, where guests enjoyed bespoke pizzas and signature mocktails, titled the #44 and #16, inspired by his and fellow Scuderia Ferrari HP teammate Charles Leclerc’s racing numbers. On the night, Sir Lewis also took part in a Q&A with Nick Grimshaw, offering a rare glimpse into his world.
Running from 3rd–5th July, The House of Peroni Nastro Azzurro 0.0% features a full schedule of immersive fan experiences. Highlights include a pizza masterclass with 50 Top Pizza Europa no.1 Pizza Chef Michele Pascarella, and a cocktail-making workshop hosted by award-winning mixologist Federico Riezzo. Here, guests can learn to create pizzas and drinks inspired by Hamilton and Leclerc.
At the heart of the pop-up, guests can get up close to a Scuderia Ferrari HP show car and view replica helmets worn by Hamilton and Leclerc. A specially curated fashion gallery will also showcase race-inspired looks influenced by the two drivers.
To complement the experience, the daily Aperitivo Hour will serve up the bespoke driver-inspired pizzas and cocktails, accompanied by perfectly chilled bottles of Peroni Nastro Azzurro 0.0%. The Pit Garage bar will pour Peroni Nastro Azzurro 0.0% throughout, with DJs such as Roman Kemp providing an electric soundtrack of trackside tunes.
Rob Hobart, Marketing Director at Asahi UK, commented: “We’re proud to bring The House of Peroni Nastro Azzurro 0.0% to London – an experience that embodies everything our partnership with Scuderia Ferrari HP stands for: passion, precision and premium Italian style. As we enter our second year together, we’re excited to give fans a unique opportunity to get closer to the world of F1, all while enjoying the refreshing taste of Peroni Nastro Azzurro 0.0%.”
Now in its second year, the multi-year partnership between Peroni Nastro Azzurro 0.0% and Scuderia Ferrari HP continues to deliver elevated fan experiences that fuse performance and style. The House of Peroni Nastro Azzurro 0.0% brings fans closer to the grid than ever before.
The House of Peroni Nastro Azzurro 0.0% is open from 3rd–5th July at The Stables, Covent Garden. Free tickets are available via sign-up at Club Peroni.
