Italian beer brand secures national listings for cans
ITALIAN lager brand Menabrea has launched into the canned format for the first time, with two pack sizes rolling out to national supermarkets.
Marking a first for the premium beer brand, the new cans come in a pack of four 440ml cans with an RRP of £6.50 as well as a larger 10-pack of 440ml cans with an RRP of £13.73.
The four-pack format has rolled out to Tesco and Waitrose locations across the UK, whilst the larger 10-pack format will be exclusive to Scottish Tesco stores.
The new packs will also roll out further across retailers in the coming months including Asda and Sainsbury’s Scottish stores, and nationally across Morrisons in May.
Until now, the Italian birra was only available for purchase in 330ml or 660ml glass bottles as the new addition of a canned format comes as parent firm C&C Group said that more consumers are favouring this format due to its convenience.
To celebrate the launch, Menabrea will kick off a six-figure national campaign to support retailers across the UK from May, right through the summer with a range of activations planned.
There will also be mass sampling activity as part of this, with 75,000 of its new cans distributed to consumers’ doors across the UK as well as coupons from SAVI for consumers in England.
Brid Turner, channel marketing and planning manager at C&C, said: “It’s fantastic to see our new cans in several leading stores throughout the UK especially as we come into the summer months.
“Our new pack sizes will appeal to different occasions while also meeting consumers’ preference for added convenience.
“We’ve got lots planned over the coming months and we’re looking forward to getting cans of Menabrea in hands while supporting our key retailers.”
