Carlsberg Britvic has expanded its premium world lager range with the launch of Birrificio Angelo Poretti Alcohol Free, a 0.5% ABV variant brewed in Valganna, Italy.
The new lager is designed to deliver the brand’s signature taste while catering to shoppers seeking alcohol-free options without compromising on flavour. Birrificio Angelo Poretti is currently the fastest-growing world lager brand, and the introduction of an alcohol-free SKU aims to drive further growth and strengthen its presence in the category.
The product has been introduced to recruit new drinkers and open up additional consumption occasions. It also gives retailers the opportunity to broaden their Poretti range and tap into changing drinking habits, with moderation continuing to influence purchasing decisions.
Poretti Alcohol Free is positioned as a versatile option, suitable for occasions ranging from socialising to mealtimes. The lager has already picked up industry recognition, winning Italian Product of the Year 2025, and has been developed to closely match the taste profile of the brand’s 4.8% ABV variant.
Available now in Waitrose, the product is sold in a four-pack of 330ml bottles with an RSP of £5, ahead of a wider rollout from August. The launch will be supported by a media campaign and summer sampling activity.
Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic, said: “Birrificio Angelo Poretti has built its reputation on flavour, craftsmanship and its Italian heritage, so when we created an alcohol-free variant, it was essential that it lived up to those standards. As moderation continues to reshape the category, Poretti Alcohol Free presents retailers with a strong opportunity to drive growth in alcohol-free sales, while offering shoppers the chance to enjoy the distinctive character of the brand in a new way.”
