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Carlsberg
UK is extending its offering in the premium lager category with the
launch of Birra Poretti in both draught and bottle formats. Available
from April 2006, Birra Poretti is a distinctive Italian beer offering
a floral and fruity flavour that delivers 'a real taste of Italy'.
With an ABV of fiver per cent Birra Poretti joins Carlsberg Export
and Holsten Pils to compliment Carlsberg UK's premium lager portfolio.
Birra Poretti
has a long held brewing tradition and brand heritage dating back to
1877 and is imported from Northern Italy. Brewed with malt, hops and
Carlsberg yeast for that authentic beer taste, Carlsberg UK expects
that it will become a firm favourite amongst consumers aged 25-40,
its primary target.
Nick Howells,
Innovation Manager for Carlsberg, said: "Consumers are
increasingly looking to explore within the beer category and we are
seeing this trend reflected in Premium Lager with the emergence of a
number of discrete sub-segments. Beers with a true global or ethnic
origin are very much part of this development."
Howells
continues:" Birra Poretti has a cleaner, less grainy taste than
some other Italian beers and its intense flavour profile makes it the
perfect accompaniment to traditional Italian food."
Birra Poretti
is available in both draught and 300ml bottles. The brand will
benefit from marketing support including press advertising, branded
point of sale material, premiu items and glassware to support the
product launch.
Howells
concludes: "We are really excited that we are able to leverage
the Carlsberg international portfolio in prder to bring Birra Poretti
to the UK, one of the best ways to experience the 'real Italy'
without jumping onto an aeroplane".
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