Carlsberg UK has made the beer its key focal point over the last year, having increased investment in the brand. The company launched a sampling campaign to drive brand awareness and engage consumers nationwide, and has reaped the rewards as a result.
As part of the campaign, Poretti can be sampled from an authentic Italian Piaggio van, converted to have its own bar and beer tap. The van’s countrywide tour started in Devon and Cornwall and it will continue to visit cities and towns up and down the UK this month (September) and into 2017.
Vice president of marketing at Carlsberg UK, Liam Newton, said: “Today, people have a much richer knowledge of and are far more excited about international beers, a movement that has been largely led by the Italian lager category.
“Italian culture is a prominent trend within the UK at the moment - from food and drink to heritage - so it's a great time to create a platform from which beer drinkers can discover the great taste of Poretti.”
The beer has its own premium glassware, created to illustrate Poretti’s authenticity and brand identity, which is described as “subtly yet uniquely different and stylish by simplicity”.
The glassware has flowing lines to reflect the brewing method of the beer, which is crafted using pure water from the clear streams of the Italian Alps.
With an ABV of 4.8% and made using natural ingredients, Poretti was created by Angelo Poretti who, after years travelling across Europe in search of the perfect beer, set up his own brewery, ‘Industrie Poretti’, in Italy in 1877.