Menabrea set for UK marketing campaign to highlight Italian heritage following C&C distribution deal

The brand’s marketing manager, JP Murphy, explained to The Drum that C&C had worked with a number of agencies in Scotland to promote the distribution, with Frame having developed the website and social activity with a brief of supporting the Menabrea premium Italian positioning.

D8 Design also designed the draught fount, bottle labels and packaging, which will be rolled out in Italy as well as all export markets.

Wire Media has been tasked with leading a PR campaign that will aim to capitalise on the family’s history and ownership of the brand, as well as conveying its connection with Italian food and culture.

“Menabrea has already agreed to become official beer of both the Scots-Italian Awards in October and the PAPA (the UK Pizza, Pasta & Italian Food industry) Awards in November, as the brand looks to reinforce its heritage with the UK Italian community,” added Murphy.

Paul Condron, marketing director, C&C Group said: “Although the UK and Ireland are well-established markets for premium Italian beers, we understand consumers are increasingly interested in provenance and quality in their choice of beer. In the stylish bars of Turin and Milan, when you ask for a ‘birra’, it’s likely you will be served Menabrea. For those already in the know, Menabrea stands for heritage, authenticity and great taste so we are excited to bring it to consumers here, working with great agencies in a targeted, inventive marketing campaign.”

C&C will also distribute the pale lager Menabrea Bionda in draught and packaged formats, as well as Menabrea Ambrata, its amber beer, in 330ml bottles.