14 April, 2006

UK: Carlsberg UK launches Birra Poretti

Carlsberg UK has followed Heineken's lead by launching an Italian beer. Birra Poretti is a 5% abv lager from northern Italy, with a brand heritage that dates back to 1877. Brewed with malt, hops and Carlsberg yeast, the beer's primary target is 25 to 40-year-olds. It is available in both draught and bottled formats.

Nick Howells, innovation manager for Carlsberg UK stated: "Consumers are increasingly looking to explore with-in the beer category, and we are seeing this trend reflected in premium lager with the emergence of a number of sub-segments." according to Morning Advertiser.

But Heineken is concerned that consumers will confuse the new beer with its own similarlynamed Italian brand Birra Moretti, which it brought to the UK a year ago. Heineken UK sales director Richard Bradbury said: "It isn't ideal having two brands with such similar names - consumers might confuse them.

"However, evidence suggests that when a beer performs well in its home market, it is more likely to perform well elsewhere. Birra Moretti is Italy's number-one lager brand."

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