Carlsberg Italia will be attending the eleventh edition of Beer&Food Attraction, taking place in Rimini from February 15th to 17th. Participation in the event provides an opportunity to present some of the latest portfolio and positioning updates regarding the brand, non-alcoholic beverage offerings, and dispensing solutions for the HoReCa sector. One of the key updates concerns Birrificio Angelo Poretti, which will preview its new visual identity in Rimini. The restyling encompasses the logo, packaging, and graphic elements and is the result of an analysis developed by Carlsberg Italia in collaboration with the Dragon Rouge agency.
The goal is to strengthen brand recognition while maintaining a connection to the heritage of the brewery, founded in 1877, and the role of Italian hops as a distinctive element. The new positioning aims for a more distinctive narrative, in line with consumer demand that prioritizes authenticity, simplicity, and brand consistency.
On the product front, Beer&Food Attraction also marks the official debut of Tuborg Zero al Limone, a new non-alcoholic beverage that enriches Carlsberg Italia's offering. This 0,4% pale lager, characterized by a refreshing profile and lemony flavor, was developed at the Induno Olona brewery. The product will be available from March in a 33cl tripack format and is designed to appeal to increasingly occasional and flexible drinking.
The expansion of the non-alcoholic range fits into a market context that is seeing a growth in low- and no-alcohol alternatives, especially among younger consumers, but with interest now extending to a broader demographic. Practices such as "zebra striping," the deliberate alternation between alcoholic and non-alcoholic beers, are becoming an integral part of social interaction. The DraughtMaster dispensing system, which Carlsberg continues to invest in for the HoReCa channel, also remains central.
In 2026, the offering will expand to include ready-to-drink cocktails, with the introduction of the Spritz for both the Modular 20 system and the Extra10, designed for smaller venues. DraughtMaster technology allows for more efficient service management, reducing waste and allowing the product to be preserved without the use of added CO₂.
