Premium Birra Menabrea expands into Irish off trade
Menabrea pairs beautifully with food and will be a great addition to the premium beer offering this summer
Menabrea has arrived in Ireland’s off trade giving consumers looking for an authentic premium beer this summer a refreshing new choice.
The Italian lager is available nationwide across grocery, convenience and forecourts and comes in two formats: a 660ml sharing bottle and 4x440ml can pack.
Menabrea is one of Italy’s oldest birras and is rich in heritage having been brewed since 1846 by the same family, now in its fifth generation, making it a great choice for those looking for an authentic world lager.
A refreshing lager
The 4.8% pale lager is renowned for its taste thanks to its careful balance of flavours that are both citrus and bitter and fruity and floral. The result, a refreshing lager that can be enjoyed on its own or with food. Menabrea lends itself to a variety of dishes and is a great option for summer entertaining making it a strong addition on shelf.
The expansion into the Republic of Ireland off trade follows growing success for the brand across GB, where Menabrea has seen volume growth of +30% 1 YoY across all off-trade outlets. This is +16% 1 ahead of the premium beer category average, as people continue to opt for authentic premium options.
Menabrea is working closely with retail partners to help support the launch in store with takeovers, POS, retail media and sampling activity that will help drive trial throughout key summer moments. Menabrea is also offering shoppers the chance to win a luxury four-day Italian alpine escape where they will stay in Europe’s highest hotel offering panoramic views of the mountains. Shoppers will be able to scan available POS to enter.
According to Eleanor Quigley, senior brand manager for Menabrea; “We’re delighted to launch Menabrea into Ireland. Pairing beautifully with food, Menabrea will be a great addition to the premium beer offering this summer, helping retailers tap into the increased occasions summer brings. We’re pleased to be able to offer a range of formats that further support the season, with our cans proving popular
thanks to their added convenience.
“We are looking forward to working with our partners in the off trade to bring Menabrea to their consumers and see growth opportunities in the category with the introduction of this crisp, refreshing premium lager.”
Menabrea is available through C&C Group in Ireland.
For more information contact: lucy.pugh@candcgroup.com or stuart.mackenzie@candcgroup.com
