Carlsberg's Poretti:latest Italian job

Carlsberg UK has followed Heineken's lead with the launch of an Italian beer.

Birra Poretti is a 5% abv lager from northern Italy, with a brand heritage that dates back to 1877.

Brewed with malt, hops and Carlsberg yeast, the beer's primary target is 25 to 40-year-olds. It is available in both draught and bottled formats.

Nick Howells, innovation manager for Carlsberg UK

said: "Consumers are increasingly looking to explore with-

in the beer category, and we

are seeing this trend reflected

in premium lager with the

emergence of a number of sub-

segments."

But Heineken is concerned that consumers will confuse the new beer with its own similarlynamed Italian brand Birra Moretti, which it brought to the UK a year ago.

Heineken UK sales director Richard Bradbury said: "It isn't ideal having two brands with such similar names - consumers might confuse them.

"However, evidence suggests that when a beer performs well in its home market, it is more likely to perform well elsewhere. Birra Moretti is Italy's number-one lager brand."