Italian Alpine Birra

Italian premium beer brand Menabrea is marking the launch of its new campaign across the UK with an illustrated series on how the ‘birra’ is the true taste of the Italian Alps.

The campaign “Italian Alpine Birra”, by creative agency BMB, features a series of original illustrated executions, designed in collaboration with UK artist Paul Blow, displaying the crisp, clear and renowned landscapes of Northern Italy. Designs showcase Alpine backgrounds, boats on lakes and train journeys, all of which have a subtle outline bottle or cap of Menabrea hidden within the landscape, such as within the boat’s reflection on the lake, in the viaduct or the dining table.

Eight illustrations convey the tradition, heritage and craft found at the heart of every pint of Menabrea and its refreshing taste, showcasing how Menabrea, founded in Biella in 1846, is the oldest active brewery in Italy. The illustrations are accompanied by a range of different headlines that evoke the birra’s Alpine provenance including “Enjoyed in High Places”, “The Beer Others Look Up To” and “Elevating Beer Since 1846”. All executions feature the campaign tagline “Italian Alpine Birra”.

The campaign launches this week across print, OOH and digital in both London and Manchester, at key sites including Manchester Arndale shopping centre and Holborn Eye.