UK: Carlsberg’s Birrificio Angelo Poretti brand enjoys record sales growth this year

Italian beer brand Birrificio Angelo Poretti has enjoyed a record sales growth in 2016, shooting up 150% to date, The Drinks Business reported on September 2.

The brand is owned by Carlsberg, and their UK arm has made the beer its key focal point following a heavy round of investment that saw a sampling campaign launched to drive brand awareness and engage with consumers on a nationwide level – something they are now reaping the benefits for.

Part of the campaign saw the beer being sampled from the back of an authentic Italian Piaggio van that had been converted into a bar with its own tap. The van was taken on a tour of the UK, which it is still doing, and will continue to do so until early 2017.

Carlsberg UK’s vice head of marketing, Liam Newton, said: ”Today, people have a much richer knowledge of and are far more excited about international beers, a movement that has largely been 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 also comes with its own glassware, which has been created to illustrate the beer’s authenticity and has been described as “subtly yet uniquely different and stylish by simplicity.”

02 September, 2016