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Meet the Brand: Birrificio Angelo Poretti – ‘the fastest-growing Italian lager’
As a relative newcomer to the UK market armed with a multimillion-pound investment in 2022, it is certainly a beer brand to look out for in the months to come.
Founded in 1877 by Angelo Poretti in Valganna, a small town in the north of Italy, the brewery has been producing beers specifically to enhance dining moments for over 140 years. The Birrificio Angelo Poretti brew masters believe the blending of hops in beer is not only a process but a meticulous work of art. As such, every beer in the vast Italian range is brewed with a variety of different hops from all over the world to create an innovative range of beers that cut through, contrast and cleanse when accompanying food.
With a plan to bring more beers from the Italian range to the UK over the next few years, the main beer in the UK portfolio has a 4-hop recipe, which creates a 4.8% full-flavoured lager with a sparkling effervescence, full-bodied sweetness and distinct hoppy bitterness. It is unusual to find a world lager with 4 hops in its recipe, and this creates a perfectly balanced drink with a pleasing bitterness taste. This in turn ignites the appetite in the same way an Aperitivo would work at the beginning of a meal. Of course, this creates a versatile and impeccable enhancement for any dining occasion, be it a gastronomic dinner, a light lunch or a bar snack of olives.
At the heart of Birrificio Angelo Poretti is the brand’s mission to elevate dining moments and celebrate beers, placed at the heart of the dinner table. In the UK, beer’s place at the dinner table has been lost over time, even though beer has many characteristics that make it the perfect accompaniment to food.
This all leads into the new brand campaign Made for the Table, which pays homage to the table where great food, company and beer come together. Poretti sets the stage as the perfect accompaniment for good times. This is live across national TV, video on demand, social and digital, print and out of home in 2022.
3 reasons to stock
- Poretti is single-mindedly brewed to complement food and accompany dining moments. Food occasions dominate consumer motivations for going out in the UK on-trade, and 58% of adults believe most of their relationships revolve around cooking, eating and dining out.
- Backed by a multimillion-pound brand investment across TV, video on demand, print, out of home and social to drive consumer awareness in 2022.
- Offers a choice for consumers in a category dominated by well-established Italian brands that can still command a strong price per pint and rate of sale.
What bar staff need to know
Poretti has strong Italian brewing credentials (over 140 years of heritage in Italy), and it is brewed with 4 hops, making it a well balanced, full-flavoured lager that is the perfect accompaniment for food.
Perfect serve
To enhance Birrificio Angelo Poretti’s place at the dinner table, we have launched a beautiful bespoke carafe to support the sharing of beer at the dinner table.
The carafe serve is supported by two third-pint glasses that add an element of theatre to the serve that is uncommon in the UK on-trade.
Of course, for those many moments where there is a requirement for a crisp and refreshing pint, we have our beautiful pint glass.
Contact your local Carlsberg Marston’s representative or call 0800 0854646 for more information on the fastest-growing Italian lager*
* Source: Total trade On & Off, Volume & Value MAT vs Peroni, Birra Moretti & Menabrea. CGA OPMS Data to 29/01/2022, Nielsen data to 26/02/2022
