Premium beer brand Menabrea has launched ‘Italian Alpine Birra,’ a new campaign that celebrates the original qualities and ingredients that differentiate it from other Italian beer brands.
The C&C Group-owned brand has commissioned a series of colourful illustrations that showcase Menabrea’s special Alpine qualities, tradition, heritage and craft. Each of the eight images features a subtle hidden bottle or bottle cap of Menabrea and is accompanied by different headlines that evoke the birra’s provenance.
These feature in the brand’s biggest-ever out-of-home campaign, which is supported by a partnership with The Guardian, podcast sponsorship and digital activity.
Consumers can win one of several prizes including an ultimate dining experience for eight people complete with private chef as well as gourmet Italian kits and Menabrea to be enjoyed at home when they purchase a 660ml bottle of Menabrea across all retailers.
Angus Lawrie, Head of Premium Brands at C&C Group, said: “Demand for premium lagers, especially world lagers, is continuing to grow and now accounts for 23.7% of total beer volumes in the UK, which makes Menabrea the ideal choice for those looking for a truly authentic quality beer. Italian Alpine Birra helps us tell this story and our point of difference and we’re excited for a busy summer ahead.”
