Non-alcoholic beverage brands launch promotional campaigns in Italy

Major beverage brands are targeting the Italian market with initiatives focused on non-alcoholic options and moderate consumption.

AB InBev is hosting a ‘Cheers to Moderation’ event in Milan at Terrazza Ma. Re. The event features Corona and its non-alcoholic version, Corona Cero, as part of a global initiative to promote responsible consumption through ‘soft clubbing’—a daytime, more relaxed version of the traditional nightclub experience. The event includes a DJ set by Andrea Arci.

Simultaneously, the German brand Paulaner Spezi has officially entered the Italian market. To reach Gen Z consumers, the brand conducted a promotional tour across universities in Milan, Bolzano, and Verona. The campaign utilized a customized vintage ‘Spezi Car,’ digital outreach, and the distribution of 15,000 product samples to introduce the orange-cola mix to students.