C&C Group has embarked on a major push for its Italian beer brand, Menabrea, as it looks to stress the brand’s Alpine provenance.
The Tennent’s parent company commissioned UK artist Paul Blow to create a series of illustrations for the ‘Italian Alpine Birra’ campaign which feature Menabrea’s home town of Biella in Piedmont, northern Italy.
Each of the eight images created by Blow include either a hidden bottle or bottle cap of Menabrea, accompanied by different headlines themed around the beer’s Italian provenance.
The UK-wide campaign includes a partnership with The Guardian, podcast sponsorship and digital activity as well as posters appearing in cities around the UK.
The drinks company claims the out-of-home poster campaign is the brand’s biggest yet.
C&C is also hosting a Menabrea-themed ‘Alpine lodge’ pop-up at various events throughout the summer, where beer fans will have the chance to sample the brand.
On the trade side, the brand team will be hosting educational sessions for bartenders in various locations.
There’ll also be promotional activity in the off-trade, where on-pack promotions will give consumers the chance to win various prizes.
“When you visit Biella and the brewery, it’s hard not to be taken aback by the location and process that goes into making Menabrea birra,” said Angus Lawrie, head of premium brands at C&C Group.
“We wanted to capture this in a campaign that truly represents the brand while communicating its authentic, quality, 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, 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.”
Jason Cobbold at media agency BMB, which created the Menabrea campaign, added: “This is a storied brand from a wonderful, but less familiar part of Italy.
“The campaign is all about evoking the crisp air and fresh water where this gem of a beer is brewed.”
