Beer brand Menabrea is part of a new campaign with a focus on Italian provenance.
The ‘Italian Alpine Birra’ campaign, developed in collaboration with communications agency BMB and UK artist Paul Blow, uses imagery to depict Menabrea’s place of origin – the Northern Italian Alps.
The campaign will run OOH and digital advertising, as well as a media partnership with The Guardian.
In the off-trade, campaign activations will give consumers the chance to win a selection of prizes including a dining experience with a private chef.
Angus Lawrie, head of premium brands at Menbrea’s UK distributor C&C Group, said the campaign aims to communicate the brand’s “authentic Italian proposition to consumers”.
“Demand for premium lagers, especially world lagers, is continuing to grow and now accounts for 23.7% of total beer volumes in the UK [according to the Proof Trends Report 2023]…Italian Alpine Birra helps us tell this story and our point of difference and we’re excited for a busy summer ahead,” Lawrie continued.
As part of the campaign, the brand will have a presence at a handful of events this summer, including Taste of London (14 – 18 June) and Big Feastival (25 – 27 August).